Guidance For Alcohol Marketers

ABAC has developed guidance notes to assist advertisers and agencies in interpreting the ABAC Code:

Reading past Adjudications  is also useful in demonstrating how the independent Adjudication Panel applies the Code.

Where conflict exists between the Code and the Guidance Notes, the Code prevails. The Code is defined by written Panel Adjudications and consequently the Guidance Notes are periodically adjusted to ensure they accurately reflect Panel Adjudications.

The ABAC Code placement rules include a requirement to implement available age restriction controls for alcohol marketing. The following resources are included to assist alcohol marketers meet this requirement:

  • “How to” guides on implementing age restrictions for alcohol marketing via Facebook, Instagram, Snapchat and Youtube developed by the International Alliance for Responsible Drinking and World Federation of Advertisers.
  • A guide that explains how to age restrict individual posts on Facebook (useful for alcohol promotion on third party accounts, i.e. social media influencers) https://www.facebook.com/help/352402648173466

In addition, the Best Practice for Responsible Digital Marketing of Alcohol has been developed to assist alcohol marketers and their agencies in the management of their digital marketing.