The ABAC responsible alcohol marketing code exists to ensure that alcohol advertising does not conflict with, or detract from, responsible and moderated merchandising and use of alcohol. It also works to discourage underage drinking.
Under the code, advertisements for alcohol beverages must:
- present a mature, balanced and responsible approach to the consumption of alcohol beverages
- not have a strong or evident appeal to children or adolescents
- not suggest that the consumption or presence of alcohol beverages may create or contribute to a significant change in mood or environment
- not depict any direct association between the consumption of alcoholic beverages, other than low-alcohol beverages, and the operation of a motor vehicle, boat or aircraft or the engagement in any sport (including swimming and water sports) or potentially hazardous activity
- not challenge or dare people to drink or sample a particular alcoholic beverage, other than low-alcohol beverages, and must not contain any inducement to prefer an alcoholic beverage because of its higher alcohol content
- comply with the Advertiser code of ethics (PDF, 82KB) adopted by the Australian Association of National Advertisers
- not encourage consumption that is in excess of, or inconsistent with, the Australian alcohol guidelines issued by the National Health and Medical Research Council.