Retail giant Woolworths has become a signatory to the Alcohol Beverages Advertising Code (ABAC) which pledges its liquor advertising, naming and packaging now must never promote an excessive or irresponsible consumption of alcohol.
Woolworths' liquor brands include Dan Murphys, BWS and Cellarmasters. While the supermarket chain had been voluntarily adhering to the ABAC's codes for sometime, its decision now means all its alcohol advertising must comply with the pre-vetting requirements for advertisements, naming and or packaging of alcohol products.
Woolworths will also commit funding towards the ABAC scheme. Its decision means the regulatory body now works with between 90-95% of national advertisers. Chair of the ABAC scheme, Denita Wawn, told AdNews retailers had been "the missing link" in its penetration of the market.
Wawn said it was also encouraging Coles to become a signatory. However, Coles has always complied with any requests to withdraw advertising that the ABAC issued, she said. Coles owns Liquorland, Vintage Cellars, First Choice and Wine Drop.
The ABAC is a quasi-regulatory national body which requires advertising must present a responsible approach to the consumption of alcohol, must not encourage under-age drinking, nor promote offensive behaviour. It also must not have a strong or evident appeal to children or adolescents, or promote the consumption of alcohol causing significant change in mood or environment, including contributing to personal, social or business achievements.
It also requires its signatories to comply with the Advertiser Code of Ethics adopted by the Australian Association of National Advertisers.
The ABAC works both independently and in collaboration with the Advertising Standards Bureau to resolve complaints regarding to alleged violations of the codes.
It was established by major alcohol producers - Three Brewers Association, Distilled Spirits Industry Council and the Winemakers Association - in collaboration with government members. It is operated by a management committee and has been in operation since 1998.
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