The Australian Communications and Media Authority (ACMA) is undertaking a review in response to community concerns about the existing commercial TV advertising rules, particularly around alcohol advertising being shown in conjunction with sports broadcasts.
These concerns were raised in submissions to Free TV Australia’s most recent review of the Commercial TV Industry Code of Practice.
In a statement provided to B&T, ACMA said the “review will provide an evidence base that may be used by the commercial television industry in the development of a revised Code of Practice, or by the ACMA in determining whether any additional regulatory response is required. While this review is focussed on commercial TV, the ACMA may also make observations on other aspects of alcohol advertising.
“The ACMA’s public consultation is underway and is accepting written submissions until 5pm (AEST) Thursday, 30 April 2026.”
The sections that ACMA is reviewing is 6.2 and 8. These sections define what an alcoholic commercial is and when it can be broadcasted.
As per the Commercial TV Industry Code of Practice, alcohol commercials can only be broadcasted on free TV during the M and MA15+ classification zones (except between 5.00 am and 6.00 am, and 7.30 pm and 8.30 pm), as an accompaniment to a sports program on a weekend or a Public Holiday and as an accompaniment to the broadcast of a Live Sporting Event broadcast simultaneously across more than one licence.
The Code of Practice also states that an alcoholic commercial is not defined by program sponsorship announcements which make no direct reference to the price of goods or services, a commercial which does not directly promote an alcoholic drink for an entity or company that participates in the manufacture, distribution or sale of Alcoholic Drinks, and a commercial where alcohol or a brand associated with alcohol is incidental and any alcohol consumption responsibly depicted—and hence are exempt from regulations.
