The Alcohol Beverages Advertising Code Scheme > About ABAC

About ABAC

Overview

The ABAC Scheme is the centrepiece of alcohol marketing regulation in Australia.  It is a not for profit organisation established to promote the marketing of alcohol beverages occurring responsibly and consistently with standards of good practice via regulation, education and advice.  The ABAC Scheme is:

  • administered by a Management Committee which, along with government, includes representatives from industry and advertising;
  • quasi-regulatory in nature as the Australian Governments are represented on the Management Committee and a Professor of Public Health, nominated by government is part of all adjudication panel hearings; and
  • funded by industry via membership levies, direct signatory fees and pre-vetting fees.

The ABAC Scheme is not the only set of rules affecting advertising in Australia.  Alcohol advertising must also comply with other applicable laws and codes, for example:

  • Federal Competition and Consumer Act and State Fair Trading legislation
  • State and Territory Liquor Licensing alcohol promotion requirements;
  • Australia New Zealand Food Standards Code
  • Australian Association of National Advertisers Code of Ethics
  • Legislation administered by and Codes endorsed by the Australian Communications and Media Authority, including the Commercial Television and Radio Industry Codes of Practice
  • Outdoor Media Association Code of Ethics and Alcohol Advertising Policy

The laws and codes go either to the issue of the placement of alcohol marketing, the content of alcohol marketing or deal with both matters.  The ABAC Responsible Alcohol Marketing Code (ABAC) includes both the placement and content of marketing i.e. where the marketing was located or the medium by which it was accessed and the content of the marketing irrespective of where the marketing was placed. The ABAC requires marketers to comply with placement requirements in other codes as well as meet the standards contained in the ABAC.

An overview of each of the components of the ABAC Scheme can be accessed via the menu on the left side of your screen.

Click here to download a list of frequently asked questions.