The Code

Standards for alcohol marketing in Australia are set out in the ABAC Responsible Alcohol Marketing Code.

As with all codes of this nature, a view on whether a particular advertisement or packaging complies with the standards will necessarily be subjective. The ABAC Scheme provides four decision points for determining whether marketing complies as shown in this table .


For companies the pre-vetting service provides a very effective second opinion, by non-company staff as to whether a marketing communication complies with the ABAC Code before it is published or broadcast.

In 2012 15 percent of marketing communications were rejected at this stage and others were approved only after modification. Through this service the ABAC Scheme seeks to minimise the number of complaints from the public at the third decision point.