Developing an alternative alcohol advertising complaint review system: lessons from a world-first public health advocacy initiative

Abstract

Young people in Australia are frequently exposed to alcohol marketing. Leading health organisations recommend legislative controls on alcohol advertising as part of a comprehensive approach to reduce alcohol-related harm. However, Australia relies largely on industry self-regulation. This paper describes the development and implementation of the Alcohol Advertising Review Board (AARB), a world-first public health advocacy initiative that encourages independent regulation of alcohol advertising. The AARB reviews complaints about alcohol advertising, and uses strategies such as media advocacy, community engagement and communicating with policy makers to highlight the need for effective regulation. In 4 years of operation, the AARB has received more complaints than the self-regulatory system across a similar period. There has been encouraging movement towards stronger regulation of alcohol advertising.Key lessons include the importance of a strong code, credible review processes, gathering support from reputable organisations, and consideration of legal risks and sustainability. The AARB provides a unique model that could be replicated elsewhere.

Proliferation of ‘healthy’ alcohol products in Australia: implications for policy

“…Health experts recommend reforms to alcohol marketing regulation that include strong, independent, legislated controls on all forms of alcohol advertising and promotion, and that prescribe permitted alcohol marketing content. 22 Restrictions on the use of health-related concepts should form part of these broader reforms to alcohol marketing regulation. The introduction of evidence based health-warning labels would also contribute to informing consumers of risks associated with alcohol use.…”

“…Alcohol advertising in Australia is subject to a number of self-regulatory and coregulatory codes, which health organisations have criticised as being narrowly worded, inconsistent and incomplete. 22 The Alcohol Beverages Advertising Code (ABAC) Scheme applies to the content and placement of some forms of alcohol advertising. 23 The ABAC Scheme does not restrict health claims specifically 23 , and complaints regarding products' association with health have been dismissed by the ABAC Adjudication Panel due to narrow interpretations of the Code.…”

“…24 In one instance, the Panel dismissed a complaint because the product was not being consumed during high-level physical activities, despite agreeing that the marketing associated the use of the product with active and health-conscious individuals. 24 The Alcohol Advertising Review Board, an alternative complaint review system run by public health agencies 22 , has a provision stating that alcohol advertisements must not make health claims, and has received complaints and found breaches regarding this provision. 25 Self-regulation is a strategy commonly used by unhealthy commodities industries to delay government regulation.…”

Behind Closed Doors: The Priorities of the Alcohol Industry as Communicated in a Trade Magazine

“…Various research approaches to monitoring the marketing activities of the alcohol industry have been used to date. These include comparing the placement and content of alcohol promotion against mandatory and voluntary advertising regulations ( 18 , 19 ), assessing the total quantity of alcohol advertising on television ( 13 ), determining the extent to which children are exposed to alcohol promotion ( 20 ), analyzing the intent and effectiveness of industry-developed “responsible drinking” messaging ( 21 – 23 ), evaluating the effectiveness of self-regulatory complaint review systems ( 24 ), and examining industry submissions to government policy consultations ( 25 – 28 ).…”

Youth perceptions of alcohol advertising: are current advertising regulations working?

“…These quasi‐regulatory codes are common among high‐income countries and appear to be frequently breached 16,24–31 . In Australia, although the majority of alcohol advertisers participate in the voluntary compliance scheme, 17 the decisions made by the independent adjudication panel do not have to be enforced, there are no penalties for non‐compliance 17,18 and the decisions have been contested by those who interpret the Australian voluntary code differently 25,28,29,32 …”