ABAC launches ad to promote current booze ad controls

The Alcohol Beverages Advertising Code (ABAC) has launched a TV ad to raise awareness of current controls over alcohol advertising and to show that anyone is able to make a complaint.

B&T Magazine
Posted by B&T Magazine

See below for the full release and the ad.

"Alcohol industry boosts awareness of advertising and promotion regulation

ABAC, a government/industry group, which manages the Alcohol Beverages Advertising Code, has today launched a television advertisement to raise awareness of current controls over alcohol advertising and emphasise how anyone can make a complaint.

ABAC spokesman, Mrs Denita Wawn, said research showed there was low awareness across Australia about existing regulation including that anyone has the right to complain about alcohol ads.

The alcohol industry is required to submit its TV advertising for ABAC pre-vetting to assess that messages and images comply prior to broadcast – unlike any other type of TV advertisement in Australia.

Regardless of pre-vetting, anyone can still make a complaint about alcohol advertising if they believe an advertisement doesn’t meet the Code’s standards relating to:

 Not having a strong or evident appeal to minors;

 Responsible and moderate portrayal of alcohol

 Responsible depiction of the effects of alcohol; and

 Safe use of alcohol.

The advertisements were developed with assistance from Clemenger BBDO in Melbourne and will air on Free TV and Subscription TV."

Check out the ad below.

http://www.youtube.com/watch?v=afKWsZma5V4