Omari Gates
Alcohol advertising in Australia is not banned, but it is regulated through the Alcohol Beverages Advertising Code (ABAC) Scheme, which ensures that alcohol advertising does not appeal strongly to minors or encourage irresponsible consumption. While research has shown that marketing has little effect on overall alcohol consumption, there is evidence that Australian children are exposed to large volumes of alcohol advertising, particularly in sports broadcasting. As a result, state and territory governments have begun to implement restrictions on outdoor alcohol advertising, with some banning alcohol ads near schools and on public transport.
| Characteristics | Values |
|---|---|
| Alcohol advertising banned near schools | In 2018, Victorian Gaming and Liquor Regulation Minister Marlene Kairouz banned alcohol ads within 150m of Victorian schools. Western Australian Health Minister Roger Cook also removed alcohol ads from public transport in WA. |
| Alcohol advertising on public transport | The ACT, Northern Territory, South Australian, Victorian, and Western Australian Governments have introduced controls on alcohol ads on public transport. |
| Alcohol advertising on government-owned infrastructure | The Queensland Government has announced plans to restrict alcohol advertising on all government-owned infrastructure. |
| Alcohol advertising in sports broadcasting | Alcohol advertising is permitted during sports programs on weekends, including Friday evenings. There are calls to ban alcohol advertising during sports programs when children are likely to be watching. |
| Alcohol advertising regulations | The Alcohol Beverages Advertising Code (ABAC) Scheme regulates alcohol advertising content in Australia. The ABAC standards aim to prevent content with strong appeal to minors, irresponsible consumption, changes in mood, or suggestions that drinking leads to success. |
| Effect of alcohol advertising on consumption | Research suggests that marketing has little effect on overall alcohol consumption. Parental drinking behaviour and peer group norms are the major influences on young people's drinking. |
| Effect of alcohol advertising on initiation age | A report by the Australian National Advisory Council on Alcohol and Drugs (ANACAD) found that greater exposure to alcohol advertising leads to earlier alcohol initiation. |
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What You'll Learn
Alcohol advertising near schools
Alcohol advertising in Australia is effectively regulated through the Alcohol Beverages Advertising Code (ABAC) Scheme. The ABAC Scheme covers the content of all marketing in both traditional and digital media, ensuring that advertising content does not appeal to minors or encourage irresponsible alcohol consumption.
Despite these regulations, alcohol advertising near schools remains a prevalent issue in Australia. Research has shown that the presence of liquor stores and outdoor alcohol advertisements within close proximity to schools can significantly impact youth access to and consumption of alcohol. Specifically, school zones with a liquor store within a 500-meter radius had 30 times more outdoor alcohol advertising compared to those without. This proximity increases children's exposure to alcohol marketing, especially during school transit.
To address this issue, the Victorian government has implemented the Liquor Control Reform Act 1998, which prohibits the display of static alcohol advertising within 150 meters of a school perimeter. 'Static advertising' encompasses various mediums, including billboards, signs, and digital panels. A breach of this advertising ban can result in a substantial fine.
However, the Act does not apply to all forms of advertising. Exemptions include alcohol advertising within licensed premises, on clothing, or in certain media formats, such as newspapers or broadcast television. These exclusions highlight the complexity of regulating alcohol advertising near schools and the need for ongoing policy development to protect children from exposure to alcohol promotions.
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Alcohol advertising on public transport
Alcohol advertising is not banned in Australia. However, there are regulations in place, such as the Alcohol Beverages Advertising Code (ABAC), which outlines "four key standards" for responsible alcohol promotion: the content cannot target minors or young people under 25 years of age; it cannot encourage heavy or excessive drinking; it cannot be placed within 150m of a school gate; and it cannot promote alcohol as a mood enhancer, therapeutic solution, or contributor to success. Despite these rules, alcohol companies often find loopholes, and complaints about advertising breaches are frequently dismissed.
In recent years, there has been a push to remove alcohol advertising from public transport in Australia, particularly to protect children and young people from exposure. In 2018, the Western Australian (WA) government announced that it would remove alcohol advertising from Perth public transport vehicles, following through on an election commitment. This decision was applauded by public health advocates as a step towards prioritizing children's wellbeing over alcohol industry profits and reducing harm from alcohol. WA joined South Australia and the ACT in implementing such measures.
The self-regulatory alcohol advertising system in Australia has been criticized for its inability to effectively regulate marketing. While trains in WA were already alcohol ad-free, the government's decision included removing alcohol advertising from Transperth buses by 2019. This move was in line with recommendations from leading health organizations, including the World Health Organization, to minimize young people's exposure to alcohol marketing.
Despite the efforts of some state governments, there have been calls for the Federal Government to introduce independent controls on alcohol marketing. Advocates argue that the current system allows alcohol companies to create and enforce their own rules, prioritizing profits over public health. It remains to be seen whether the Federal Government will step up and support state-level action with additional measures.
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Alcohol advertising on government-owned infrastructure
Alcohol advertising in Australia is regulated through the Alcohol Beverages Advertising Code (ABAC) Scheme, an independent system with a government representative on its management committee. The ABAC Scheme covers the content of all marketing, in both traditional and digital media, and any marketing activity associated with sponsorships. The standards ensure that alcohol advertising does not appeal to minors or encourage irresponsible consumption, depict a change of mood, or imply that drinking leads to success.
However, critics argue that Australian children are still exposed to large volumes of alcohol advertising, particularly during sports broadcasts. According to a report by the Australian National Advisory Council on Alcohol and Drugs (ANACAD), greater exposure to alcohol advertising and sponsorship leads to earlier alcohol initiation and more harmful drinking among young people. The report specifically highlights sports broadcasting as a leading genre for marketing alcohol to children.
In response to these concerns, some state and territory governments in Australia have started to address the negative impacts of alcohol advertising on young people. For example, the Victorian government banned alcohol advertisements within 150 meters of schools, while Western Australia removed alcohol ads from public transport. The Queensland Government has gone a step further by announcing plans to restrict alcohol advertising on all government-owned infrastructure, which would make it the state with the most comprehensive restrictions on outdoor alcohol advertising in the country.
These actions by state and territory governments reflect a growing recognition of the need to protect young people from the influence of alcohol advertising. While the effectiveness of marketing on overall alcohol consumption is debated, there is evidence that it can shape children's and young people's attitudes toward alcohol and their drinking behaviours. As a result, governments are taking steps to ensure that alcohol advertising does not target minors or encourage irresponsible consumption.
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Alcohol advertising during sports programming
Alcohol advertising in Australia is regulated by the Alcohol Beverages Advertising Code (ABAC) Scheme, which ensures that advertisements do not appeal strongly to minors or encourage irresponsible consumption of alcohol. However, alcohol advertising during sports programming has been a cause for concern, especially during children's viewing times.
In 2012, there were approximately 26,000 alcohol advertisements on Australian commercial free-to-air TV, with an average of 71 ads per day. During the daytime, when many children are watching TV, 87% of alcohol advertisements were placed in sports programming. This percentage dropped to 14% after 8:30 pm, when only slightly fewer children were still watching TV. Overall, Melbourne and Adelaide had the highest proportion of alcohol advertising in sports programming, at 31-32%.
The high proportion of alcohol advertisements during sports programming has raised concerns about children's exposure to alcohol advertising. Research has found that exposure to alcohol advertising can influence the initiation of drinking in children who have not previously consumed alcohol and increase consumption in existing drinkers. However, it is important to note that other factors, such as peer group norms and parental drinking behaviour, may have a more significant impact on underage drinking.
While Australian regulations stipulate that TV alcohol advertising should not occur during peak children's viewing times (6 am to 8:30 pm), clauses allowing alcohol advertising in sports programming undermine these protective measures. This discrepancy between regulations and reality highlights the need for stricter enforcement or updated policies to protect children from exposure to alcohol advertising during sports programming.
To address this issue, policymakers and regulators should consider implementing more comprehensive measures to reduce children's exposure to alcohol advertising during sports programming. This could include stricter enforcement of existing regulations, expanding the protected viewing times, or introducing specific guidelines for sports programming to align with the intent of protecting children from alcohol-related content.
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Alcohol advertising's impact on young people
Alcohol advertising in Australia is 'self-regulatory and voluntary', meaning that alcohol companies are responsible for ensuring compliance with the relevant Advertising Code. The Alcohol Beverages Advertising Code (ABAC) Scheme is an independent system that regulates the content of all marketing in traditional and digital media. The ABAC standards aim to prevent advertising that has a strong appeal to minors, encourages irresponsible drinking, or suggests that alcohol leads to success.
Despite these regulations, young people in Australia are frequently exposed to alcohol advertising on TV, radio, billboards, and social media. The alcohol industry spends over $100 million annually on advertising, and this extensive presence can influence young people to take up drinking, start drinking at a younger age, and engage in risky drinking behaviours. Research has found that young people are particularly susceptible to alcohol advertising, as they may not fully recognise the intentions of advertisers until around the age of 16.7. Alcohol advertising often associates drinking with positive emotions, friendships, and achievements, which can strongly appeal to younger audiences who are more self-conscious and concerned about their identity.
Social media platforms like TikTok, Facebook, Snapchat, Instagram, and YouTube have become popular channels for alcohol advertising. These platforms provide a unique environment where alcohol companies can employ both direct and indirect advertising techniques to target young people. For example, alcohol brands can pay social media influencers to upload posts featuring their products without properly disclosing the sponsorship. Additionally, user-generated content, where users post about consuming certain alcohol products, is another strategy that isn't recognised as a breach of advertising rules. These indirect strategies can make it challenging to monitor and regulate alcohol advertising on social media, and young people may not always be aware of the intentions behind these types of posts.
While the alcohol industry and some research claim that marketing has little effect on overall alcohol consumption, other evidence suggests that alcohol advertising can influence young people's perceptions and behaviours. Studies have shown that positive perceptions of alcohol advertisements are associated with increased intentions to consume and purchase alcohol. Young people may not fully comprehend the risks associated with alcohol use, and advertising that links drinking with social success or enhanced mood can be particularly dangerous. Therefore, it is essential to address the impact of alcohol advertising on young people and ensure that current regulations are effectively protecting their health and wellbeing.
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Frequently asked questions
No, alcohol advertising is not banned in Australia. However, there are regulations in place, such as the Alcohol Beverages Advertising Code (ABAC) Scheme, which aims to ensure that alcohol advertising does not target minors or encourage irresponsible consumption.
The ABAC Scheme covers the content of all marketing in traditional and digital media. It ensures that advertising content does not have strong appeal to minors, encourage irresponsible consumption, show a change of mood, or suggest that drinking leads to success. Additionally, individual states and territories have introduced their own restrictions, such as banning alcohol ads near schools and on public transport.
Critics argue that alcohol advertising, especially in sports broadcasting, targets children and young people. They point to research that shows greater exposure to alcohol advertising leads to earlier alcohol initiation and more harmful drinking. There are calls to ban alcohol advertising during sports programs and to remove alcohol sponsorship from sports.
