Guidance For Alcohol Marketers
ABAC has developed guidance notes to assist advertisers and agencies in interpreting the ABAC Code that will be implemented from 1 August 2023:
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.
ABAC has also developed a range of useful ABAC compliance checklists that include links to instructions on implementing age restrictions across social media brand accounts and third party (influencer) posts that promote an alcohol brand:
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.