Alcohol Advertising review board content code

3. General provisions:

a. Compliance

i. Alcohol Advertisements must be prepared with a sense of responsibility to the audience and to society24 and must reflect the spirit, not merely the letter, of the Code.25

ii. Alcohol Advertisements shall comply with the Commonwealth law and the law of the relevant State or Territory.26

b. Accuracy and truth

i. Alcohol Advertisements must not contain inaccurate Claims, statements, illustrations or representations, either direct or implied, about a Product.27

ii. The accuracy and/or truth of an Alcohol Advertisement will be determined by the overall general impression it conveys.28

c. Disguised Advertising Techniques

No Alcohol Advertisement shall be presented in a format or style which conceals its commercial intent.29

d. Safety

Alcohol Advertisements must not depict situations that might reasonably be interpreted as encouraging unsafe or dangerous practices or acts.30

e. Health

Alcohol Advertisements must not depict material contrary to Prevailing Community Standards on health and safety.31

f. Community Standards

Alcohol Advertisements shall not display obvious indifference to, or encourage, conduct or attitudes that offend the standards of public decency prevailing among a significant segment of the population.32


24. UK BCAP General Provisions 1.2
25. UK BCAP General Provisions 1.1
26. AANA Code of Ethics 1.1
27. Canadian Code of Advertising Standards 1(a) (modified ie use of defined ‘Product’ to replace ‘products and services)
28. Canadian Code of Advertising Standards 1(a) Note – minor editorial changes, no change to substance of the Canadian provision.
29. Canadian Code of Advertising Standards 2
30. Canadian Code of Advertising Standards 10. Modified – removed ‘without reason, justifiable on educational or social grounds; other minor editorial change
31. AANA Code of Ethics, 2.6
32. Canadian Code of Advertising Standards 14(d) (modified – minor editorial changes)