BWS chalkboard ad removed for promoting excessive alcohol consumption

Ashley Regan
By Ashley Regan | 20 February 2023
 
Source: Tingey Injury Law Firm via Unsplash

A "funny" chalkboard ad written by retail store BWS staff was pinged by The Alcohol Beverages Advertising Code Scheme (ABAC) for promoting excessive consumption, misuse and abuse of alcohol.

The chalkboard sat in the front window of a BWS store, said “24 beers in a day. 24 beers in a case. Coincidence?”

BWS ABAC breach

BWS ABAC breach.

Intended to be presumably lighthearted, the ABAC found the ad to beach part 3 of the ABAC Code that says marketing must NOT:

(a)(i) show (visibly, audibly or by direct implication) or encourage the excessive or rapid consumption of an Alcohol Beverage, misuse or abuse of alcohol or consumption inconsistent with the Australian Alcohol Guidelines.

As a result, the company removed the advertisement.

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