ABAC Pre-Vetting Service
The ABAC Pre-vetting Service is an important part of the ABAC Scheme.
The Pre-vetting service began in 1992. It provides a valuable, confidential user-pays service to alcohol companies by assessing proposed advertisements and packaging against the ABAC Responsible Alcohol Marketing Code at an early stage of development.
This provides some level of assurance, but no guarantee, against the possibility (and costs) of an advertisement or packaging being later ordered out of the marketplace – via the independent ABAC complaint processes.
In 2018 13 percent of proposed advertisements and packaging were rejected outright at the pre-vetting stage under AAPS – stopping them from ever being broadcast or printed. Further proposed advertisements were only approved after modification. Between 1992 and 2004, the Pre-vetting service only involved beer and spirits advertisers. In 2004 winemakers joined AAPS as a direct result of a review of The ABAC Scheme, initiated by the Ministerial Council on Drug Strategy.
In December 2005 the ABAC Rules & Procedures were formally amended to accommodate the Pre-vetting service under the umbrella of The ABAC Scheme. Many non-signatories also use the service.
Companies who wish to use the Pre-vetting service can find the necessary forms here.
Martin has spent most of his working life as an advertising agency Account Director, but it wasn’t always so. Martin graduated from the University of London with an Honours Degree in Physics and Maths and initially worked as a military radar designer. He soon found that wasn’t to his liking and undertook a Masters in Management Studies with a major in Marketing. From there he worked as a brand manager in an American food company before joining the planning department of Foote Cone and Belding London, the agency now known as Publicis Mojo.
On emigrating to Australia Martin worked in various agencies and became a board member of George Patterson Sydney which is now part of Y&R. Martin then helped found a small agency running the Land Rover account. Apart from account management, Martin spent about ten years lecturing advertising for the Communications Council’s AdSchool and the University of Sydney’s Master of Marketing Program.
Martin became an ABAC pre-vetter in 2010 which is now his main role along with occasional planning projects for a branding agency.
Ross has been an ABAC pre-vetter since 2014. He has over 40 years experience in the advertising industry developing and implementing marketing communications programs for clients of major multi-national advertising agencies in Australia, UK, New Zealand and Asia. He specialised in FMCG clients including P&G, Unilever, Coca-Cola and Mars. Ross has held various positions in his advertising career, Managing Director, Client Services Director and Group Account Director.
In the 1990s he developed and facilitated the first account management courses for the Advertising Federation of Australia AdSchool (now The Communications Council). In the past 10 years he has been facilitating leadership development programs for a wide range of public and private sector organisations and consults to SMEs in the market research and graphic design sectors.
With over 20 years of marketing, sales and management experience across multiple industries and channels, both in Australia and overseas, Melinda joined ABAC in 2019 as a Pre-vetter.
Melinda started her career in Account Management at a full-service Agency supporting several Global brands before moving to the client-side, where she spent more than a decade at worldwide beauty leader L'Oreal in the USA and Australia, in a variety of Senior Marketing and General Management roles. Most recently, Melinda was the Global Marketing & Sales Director at Grown Alchemist and now focusses her time on her ABAC role, together with consulting to various companies on Marketing & Sales Strategy.