Alcohol Advertising Pre-Vetting Service
The Alcohol Advertising Pre-Vetting Service (AAPS) is an important part of the ABAC Scheme.
AAPS 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 2017 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 AAPS 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 AAPS service under the umbrella of The ABAC Scheme. Many non-signatories also use the AAPS service.
Companies who wish to use the AAPS can find the necessary forms here.
Bernadette has been an AAPS pre-vetter since 2007. She has worked in marketing communications for twenty five years across a number of industries in both the for-profit and not-for-profit sectors.
In addition to her role as an AAPS pre-vetter she currently works as marketing manager for Everyday Independence, a therapy organisation that provides support to people of all ages who are living with a disability.
Bernadette has a Bachelor of Business, Marketing, from Monash University and is currently studying a Graduate Diploma in Psychology at Melbourne University.
Experienced in business to business and consumer marketing, Bernadette has a strong understanding of brand and is experienced in both above and below the line marketing communications ranging from national advertising campaigns to localised promotions and events.
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 AAPS pre-vetter in 2010 which is now his main role along with occasional planning projects for a branding agency.
Ross has been an AAPS 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.