The ABAC Discusses Responsible Digital Marketing Strategies

January 24, 2024
By Cody Profaca

In parallel with the perpetual evolution of online media consumption, digital alcohol marketing remains a sector subject to frequent updates regarding its recommended practices and strategies. The Alcohol Beverrages Advertising Code’s (ABAC) Digital Practice Guide is designed to assist companies in implementing and managing their digital marketing strategies. 

“Digital media is complex and rapidly evolving. The Digital Best Practice Guide assists industry to keep pace with these changes and understand all of the options available to them to make socially responsible choices in the management of their digital marketing,” said ABAC Chair Honorary Tony Smith.

The most recent ABAC Code update occured in April last year, and is now fully operational Australia wide. 

“It is important that alcohol marketers familiarise themselves with the various ABAC Guides.  

“Last quarter the most common cause of a breach of Code standards was alcohol packaging having strong or evident appeal to minors. Breaches related to soft drink, food, video game and other themes that are familiar and relatable to under 18 year olds. 

“Each year this Code standard attracts the greatest number of complaints and Code breaches and the new Code provides greater clarity around this provision.”

Tony recommends all digital marketers to familiarise themselves with its terms through ABAC’s free one hour online training course. 

“Now is the perfect time for alcohol marketers to educate themselves on the new Code through ABAC’s free one hour online training course.”

The ABAC also offers a service that reviews whether ads and packaging satiate minimum requirements.

“The ABAC pre-vetting service [acts] as an independent check that their ads and packaging are meeting responsible alcohol marketing standards.”

More information can be found on the ABAC website.

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