Alcohol Advertising Review Board Content Code

1. Definitions:

Alcohol Advertisement: An Alcohol Advertisement is defined as any message (the content of which is controlled directly or indirectly by the advertiser) communicated in any medium to Australians with the intent to influence their choice, opinion and behaviour with respect to Product.15 Packaging, naming and labelling of Alcoholic Beverages are considered Alcohol Advertisements.16 Content on websites, including advertisers’ own websites, non-paid for space under the alcohol advertiser’s control such as social networking sites and marketing communications on all Australian websites, is considered Alcohol Advertisements.17

Alcohol Advertiser: An Alcohol Advertiser markets or sells liquor and uses its name or any identifying feature to promote the sale of liquor in any way.18

Alcohol Beverage: An Alcoholic Beverage is defined as containing more than 0.5% alcohol.19 

Claim: A Claim can be implied or direct, written, spoken or visual. The name of a product can constitute a Claim.20

Product: Product encompasses goods, services, ideas, causes, brands, opportunities, prizes or gifts associated with Alcoholic Beverages.

Young person: A Young Person is a person under the age of 25. This definition is guided by the National Preventive Health Taskforce report ‘Preventing alcohol-related harm in Australia’, which notes that: ‘Alcohol affects brain development in young people; thus, drinking, particularly ‘binge drinking’, at any time before brain development is complete (which is not until around 25 years of age) may adversely affect later brain function’21, 22.


15. Canadian Code of Advertising Standards, Definitions
16. UK Standard:  The Portman Group Code of Practice on the Naming, Packaging and Promotion of Alcoholic Drinks captures promotion through packaging and labelling as advertising
17. New UK Advertising Standards Authority online remit, March 11:
18. New Zealand Code for Advertising Liquor, Definitions
19. UK CAP Code Definitions
20. UK BCAP Introduction (v)
21. National Preventive Health Taskforce (2009) ‘Preventing Alcohol related harm in Australia: A Window of Opportunity’
22. Consistent with ABAC (b)(1) that states adults appearing in Alcohol Advertisements must be over 25 years of age and be clearly depicted as adults