Regulation of alcohol marketing in Australia: A critical review of the Alcohol Beverages Advertising Code Scheme's new Placement Rules

Abstract

Introduction and Aims. Rules concerning the placement of alcohol advertisements (Placement Rules) were added to the industry-managed Alcohol Beverages Advertising Code Scheme in November 2017. This study aimed to critically review the Placement Rules and evaluate their ability to effectively regulate the placement of alcohol marketing and provide safeguards for young people in Australia. Design and Methods. An established framework for evaluating the design of an effective self-regulatory system was applied to the substantive content of the Placement Rules and associated regulatory processes. Publicly available documents, including recent Alcohol Beverages Advertising Code Scheme determinations, informed the review. Results. The objectives and key terms of the Placement Rules are inadequately defined and narrow in scope, resulting in the dismissal of almost all relevant complaints. Weaknesses identified in the regulatory processes include limited representation from external stakeholders in the development of the Placement Rules, a lack of transparency and independence in the Scheme's administration, and limited monitoring and enforcement options. Discussion and Conclusions. The Placement Rules are unlikely to reduce young people's exposure to alcohol marketing and hence fail to meet public health objectives. This review adds to the body of literature that demonstrates that industry-managed systems fail to effectively regulate alcohol marketing.

Depictions of Alcohol in Australian TV ‘Bachelor In Paradise’: A Content Analysis

“…An ‘ethics of care’ ( Hill, 2005 , p. 108) needs to be established to protect underage viewers and vulnerable adults from the high frequencies of alcohol content displayed. The results of this study support calls for a regulatory regime by government that protects young people more effectively from exposure to alcohol advertising ( Reeve, 2018 ; Noel, 2019 ; Pierce et al., 2019 ). This should capture both traditional forms of advertising and also non-traditional forms such as depictions in television programs and movies.…”

“…It is administered by a management committee comprising one Australian Government representative alongside four representatives from the alcohol and advertising industries ( The ABAC Scheme Limited, 2020a ). This system has been the subject of a number of reviews and has many limitations ( Education and Health Standing Committee, 2011 ; Australian National Preventive Health Agency, 2014 ; Pierce et al., 2019 ). Standards for alcohol marketing in Australia are set out in the ABAC Responsible Marketing Code, which is reported to apply ‘to all marketing communications in Australia generated by or within the reasonable control of a marketer’.…”

Alcohol brands’ use of age-restriction controls on Facebook and Instagram in Australia

“…The results highlight that the ABAC Scheme is not preventing children from accessing alcohol-related content online, and add to the Australian body of research concluding that the ABAC Scheme is ineffective at preventing vulnerable populations, including children, from exposure to alcohol advertising. 13,20 The lack of monitoring mechanisms or sanctions to ensure compliance have previously been identified as weaknesses of the ABAC Scheme and may be one reason for the level of non-compliance found in our analysis.…”

“…Digital marketing may not be region specific for brands owned by multinational companies. The recognised weaknesses in the ABAC Scheme support the need for regulatory action by the Australian Government 13,20 , but this area of marketing may require global cooperation. A legislated regulatory system for alcohol marketing at a national level would be strengthened by a global approach to digital alcohol advertising regulation.…”

Are Australian regulatory codes adequate in scope to protect youth from alcohol advertising?

“…In Australia there are two voluntary advertising codes that provide guidelines for the marketing of alcohol products: the Alcohol Beverages Advertising Code (ABAC) and the Alcohol Advertising Review Board (AARB) Code. The ABAC, developed in 1998, is managed by the alcohol industry and has been criticised for being limited in scope and containing significant loopholes [21][22][23] . In recognition of the compelling need for comprehensive and effective regulation of alcohol advertising in Australia, the AARB was established in March 2012 by public health groups as an alternate system of alcohol advertising review.…”