Alcohol Advertising review board

4. Alcohol-specific provisions

b. Consumption

i. Alcohol Advertisements must only depict responsible and moderate consumption of alcohol beverages36 and must not encourage consumption that is inconsistent with the Australian Alcohol Guidelines issued by the NHMRC.37

ii. Alcohol Advertisements must not feature, condone or encourage, directly or by implication, irresponsible or immoderate drinking.  That applies to both the amount of alcohol presented and the way drinking is portrayed.38

iii. Alcohol Advertisements must not portray persons with any Alcoholic Beverage in situations in which the consumption of alcohol is prohibited.39

iv. Alcohol Advertisements must not suggest that refusal of alcohol is a sign of weakness.40


36. ABAC (a)(iv)37. ABAC (g)
38. UK BCAP Code 19.5
39. Canadian Broadcast Advertising of Alcoholic Beverages Code (p)
40. UK BCAP Code 11.8.1(a)