• Hannah Phillips

Alcohol Beverages Advertising Code Changes

The Alcohol Beverages Advertising Code Scheme (ABAC) will be changed on the 1st of November 2017 to include responsible placement of alcohol marketing.

The Winemakers’ Federation of Australia (WFA) has welcomed the new changes to the code.

“The ABAC Scheme currently has strong guidelines to regulate the content of alcohol marketing and the community is happy with how that’s working” said Tony Battaglene, Chief Executive.

“Recent ABAC research showed the majority of its adjudication decisions were actually more conservative than community expectation, so the content controls are working well.

But as the industry adjusts to new technologies and medium like online and sponsorships, it makes sense to evolve the marketing safeguards to keep pace.

“Ads will now be only be allowed where the likely audience is at least 75% adults and will be required to utilise age gating technologies online wherever they exist.

“WFA applauds ABAC for responding to community expectations and demonstrating that the code is both effective and responsive when regulating alcohol advertising.”

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