Code: ABAC Responsible Alcohol Marketing Code

Code: ABAC Responsible Alcohol Marketing Code

View the code: www.abac.org.au/about/thecode

In Australia, advertising alcohol on social media is regulated under the Alcohol Beverages Advertising Code (ABAC) Scheme and various state and federal laws. Here are the key things to know:

The ABAC Code (Voluntary but Widely Enforced)

• Target Audience: Ads must not target minors (under 18). This means:
  • No advertising in spaces where minors make up more than 25% of the audience.
  • No using themes, images, or influencers that appeal strongly to minors.
• Responsible Messaging: Ads must not suggest that alcohol:
  • Leads to social, sexual, or sporting success.
  • Causes confidence, relaxation, or better mental health.
  • Should be consumed excessively or rapidly.
• Influencer Marketing:
  • Influencers promoting alcohol must be over 25 years old.
  • Their audience should be mostly adults.
  • They must clearly disclose paid partnerships (#ad or #sponsored).

Australian Consumer Law (Mandatory)

•  Ads must not be misleading (e.g., claiming alcohol has health benefits).
• Prices must be clear and truthful.

StateSpecific Licensing Laws

• Each state has different rules on promoting alcohol deals, happy hours, and takeaway sales.
• Some states restrict "buy one, get one free" alcohol promotions.

Meta (Facebook & Instagram) and TikTok Rules

• Facebook & Instagram allow alcohol ads but restrict targeting to 18+ users.
• TikTok bans paid alcohol promotions entirely.