Alcohol Advertising

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Currently there is a lot of debate about alcohol advertising especially in relation to sports sponsorship and alcohol advertising on television. Alcohol advertising in Australia is subjected to a quasi-regulatory system for alcohol advertising.  The following are some of the major components of the full code. Alcoholic beverage advertising must:

  • present a mature, balanced and responsible approach to the consumption of alcohol beverages;
  • not have a strong or evident appeal to children or adolescents;
  • not suggest that the consumption or presence of alcohol beverages may create or contribute to a significant change in mood or environment ;
  • not depict any direct association between the consumption of alcohol beverages, other than low alcohol beverages, and the operation of a motor vehicle, boat or aircraft or the engagement in any sport (including swimming and water sports) or potentially hazardous activity;
  • not challenge or dare people to drink or sample a particular alcohol beverage, other than low alcohol beverages, and must not contain any inducement to prefer an alcohol beverage because of its higher alcohol content;
  • comply with the Advertiser Code of Ethics adopted by the Australian Association of National Advertisers;
  • not encourage consumption that is in excess of, or inconsistent with the Australian Alcohol Guidelines issued by the NHMRC.

Have you seen or heard an inappropriate advertisement that you think contravenes the code? If you have, you can register a complaint through WACAN to Mary Ashe, Manager Alcohol Projects on (08) 9420 7212 or via email at mashe@iccwa.org.au If you wish to email your complaint, don't forget to include:

  • Name of the advertiser and/or product
  • Description of the advertisement
  • When and where you saw or heard it
  • Reasons for your concern (how you think it breaks the code)