Instagram biggest channel for breaches of advertising code

July 14, 2021
By Ioni Doherty

The most breaches to the Alcohol Beverages Advertising Code (ABAC) continue to be on Instagram, particularly in ‘lifestyle posts’ where people are consuming alcohol near swimming pools and beaches.

Basic Babe Seltzer, Balter Beer, Beach Beer Bondi, Evening Glass Off DIPA, Riot Wine, Trail Pale Ale and Colonial Brewing had complaints upheld for representing the consumption of alcohol while swimming, surfing or wake boarding as did Cattleyard Brewing Pale Ale and its Summer Red posts showed consumption taking place while skateboarding.

Breaches to the Code were also found in packaging and advertising placement that appealed to minors, including Basic Babe on TikTok and a radio advertisement for Thirsty Camel.

Cream Soda Sour Ale, Easy Street Seltzer, Unicorn Vodka Liqueur, Milo Imperial Brown Ale, Shot Bucket, Yuzu Koji Rice Lager and Black Flag Beer were found to have breached the Code through packaging designs that were deemed to be appealing to minors.

Jimmy Brings was found to be in breach of the Code for posts depicting excessive consumption of alcohol as were Woolshed on Hindley, DDH Stunner and Brewboys Crisp Ale.

ABAC urged alcohol marketers to engage with influencers now that Instagram is on par with Facebook in allowing age restriction of individual posts, ie: influencers (who must be over 25 years of age) can ‘age restrict’ posts promoting an alcohol brand. ABAC placement rules require available age restriction controls to be applied. Instructions on how to apply this age restriction can be accessed here.

ABAC Chair, Harry Jenkins took the opportunity of the release of the second quarterly report to encourage marketers to join the more than 200 industry participants who have completed the ABAC online training course.

Mr Jenkins said, “It has been very pleasing to see that a few months after the launch of the free training course, more than 200 industry participants have undertaken the training, demonstrating their commitment to responsible marketing practices.

“The positive feedback we have received on how helpful the course has been shows it to be a very worthwhile use of 1¼ hours for anyone (marketers, agencies, designers) involved in the marketing and packaging of alcohol and we encourage all industry participants to make use of this service.”

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