Alcohol Ads Need To Be More Regulated On Social Media, Say Researchers

Alcohol Ads Need To Be More Regulated On Social Media, Say Researchers
SHARE
THIS



The advertising of alcohol products on social media platforms need new regulations, say researchers, as the current ones are not strong enough.

Reports in the ABC, Professor Sandra Jones, a director at the Australian Catholic University Centre for Health and Social Research, said alcohol ads were “out of control”.

“Not just on social media but in all forms of media. Young people especially are exposed to a barrage of advertising,” she reportedly said, with one issue being it was the industry itself that decides on the advertising code.

“Complaints are heard against that code by a body that is set up and funded by the industry but includes a range of different representatives.” Jones added regulating should be a role for the government.

The current alcohol advertising is regulated by a code called the ABAC Scheme (Alcohol Beverages Advertising Code Scheme) a quasi-regulated scheme where the “guidelines for marketing have been negotiated with the government”.

The ABAC Responsible Alcohol Marketing Code currently states anything deemed a ‘marketing communication’ to include the likes of social media.

Newly appointed independent chair of the ABAC Scheme, the Hon Alan Ferguson, said he believed the industry is able to regulate itself.

“The evaluation of advertising is important to the industry because quite frankly the advertising that takes place needs to be something that’s acceptable in today’s society,” the ABC reported him saying.

“I’m quite sure they’ll be open to looking into any new medium that might be used in a greater way in the past but I’m not aware that they’ve made any moves yet.”

In April this year the Foundation for Alcohol Research & Education (FARE) found social media was now a massive player for promoting alcohol, “giving the industry the ability to reach millions of consumers and aggressively target young drinkers”, particularly when it comes to combining that with sporting culture.

Similarly, a study was released in April last year, also by FARE, showed by the end of 2012 the top 20 alcohol brands in Australia had posted more than 4500 pieces of content on Facebook, which was subsequently engaged with more than 2.3 million times.

At the time, author of the report, Dr Nicholas Carah from the University of Queensland, said: “The alcohol industry has developed an extensive, real-time culturally embedded mode of marketing on Facebook that continuously seeks engagement from fans.”

He added alcohol brand activity on Facebook should be considered in the regulations.

 

Please login with linkedin to comment

Advertising Standards Bureau Hell's Pizza heritage brands kate Modern Family

Latest News

Twitter Lifts Revenue 74% On The Back Of Advertising Boom
  • Technology

Twitter Lifts Revenue 74% On The Back Of Advertising Boom

Twitter has just experienced its fastest growth in revenue since 2014, with the social media platform benefiting from increased interest from advertisers. Revenue was up 74 per cent YoY, according to the company’s Q2 results, reaching $US1.19 billion ($1.6 billion) from $US683.4 million ($925 million) 12 months ago. The strong results came in the same […]

by B&T Magazine

B&T Magazine
Wild Turkey Whisky Campaign Stars A Smouldering Matthew McConaughey
  • Advertising
  • Campaigns

Wild Turkey Whisky Campaign Stars A Smouldering Matthew McConaughey

Wild Turkey has announced the launch of its new global creative campaign and platform, ‘Trust Your Spirit’, featuring the brand’s creative director and spokesperson, Matthew McConaughey. The global campaign and platform ‘Trust Your Spirit’ is to encourage people to be bold, unapologetically themselves, and stay true to who they are. The global tagline and ethos […]

Optus Teams Up With TikTok To Launch Sign-Language Campaign
  • Marketing
  • Technology

Optus Teams Up With TikTok To Launch Sign-Language Campaign

Telecommunications company Optus has announced it will launch the world’s first TikTok sign-language activated filter. Featuring Optus ambassador Ian Thorpe, Optus will unveil a branded effect that shows TikTok users how to say key phrases in Auslan sign language, including ‘How are you?’ and ‘It starts with Yes’, through the hashtag challenge #SignYes. Optus will […]

Bapcor Debuts First Campaign With AJF
  • Campaigns

Bapcor Debuts First Campaign With AJF

Asia Pacific’s leading provider of vehicle parts, accessories, equipment, service and solutions, Bapcor will launch its latest campaign, ‘The unseen parts of every Australian journey’ this weekend.

Professional microphone in radio studio
  • Advertising
  • Media

Podsight’s Benchmark Report Shows Podcast Advertising More Effective Than Other Digital Channels

Podsights has revealed new insights into the effectiveness of advertising in podcasts, tracking global and Australian podcast advertising trends. This is the first Australian report to be published since ARN partnered with Podsights to set the standard for best-in-class podcast advertising measurement. The report includes additional analysis and follows a series of Measurement Masterclasses held for […]

NGEN’s Charity Cup Raises Over 175K For UnLtd Charity Gotcha4Life
  • Campaigns

NGEN’s Charity Cup Raises Over 175K For UnLtd Charity Gotcha4Life

NGEN’s 2021 charity cup has raised over $175,000 for UnLtd charity partner Gotcha4Life. Gotcha4Life is a not-for-profit foundation raising awareness and funding to provide educational workshops and innovative programs that build mental fitness in individuals and communities. While Sydney and Brisbane completed the Charity Cup in June, before Covid restrictions hit, the final leg in […]

Biennale Of Sydney & Cicada Innovations Launch Sustainable Materials Challenge
  • Campaigns

Biennale Of Sydney & Cicada Innovations Launch Sustainable Materials Challenge

Australian tech incubator Cicada Innovations and Biennale of Sydney are launching the ‘New & Sustainable Materials Challenge,’ in an effort to create a more sustainable future. The works of chosen material-makers will be showcased to millions of Biennale audiences, exhibition partners, and exhibition makers globally. The Challenge is open to any Australian and UK startups, […]