Alcohol brands Baileys and Hard Fizz flout ABAC rules in Q1

April 9, 2021 2:53

The industry’s alcohol marketing watchdog, the ABAC, has received more than 50 complaints against alcohol advertising and made 24 determinations in the first quarter of 2021.

After a record level of ABAC activity in 2020, there has been a steady number of pre-vetting requests, higher complaint levels and a similar number of determinations when compared with the same quarter last year.

Breaches this quarter related primarily to social media posts, with two relating to packaging, two relating to placement and one relating to a branded giveaway.

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Olivia Kruimel

Olivia Kruimel was the managing editor at Mumbrella. She has more than 15 years of experience in journalism, communications and marketing. Her journalism career began at Fairfax Media (now part of Nine) and includes various B2B publications such as B&T, Travel Today and ALB. As a marketer Olivia has worked for Standard Chartered and various global law firms.