alcohol beverages advertising codethe ribena name the product packaging does create a potential...

Alcohol Beverages Advertising Code

Australia’s Responsible Alcohol Marketing Scheme 2018 Second Quarter Report

OVERVIEW TheABACResponsibleAlcoholMarketingCode(theCode),nowinits20thyear,setsstandardsforresponsiblealcoholmarketinginAustraliaandregularlymeasuresitsdeterminationsexternallytoensureitisinlinewithcommunityexpectations.TheCoderegulatesboththecontentandplacementofalcoholmarketingacrossalladvertisingmediums.ThisquarterhasseenanunusuallyhighnumberofbreachesoftheABACCode.Tenbreachesinall,includingthreeofwhichthatwerenotreasonablyforeseeablebythealcoholmarketer.Afurtherthreebreachesinvolvedtheuseofimagesofpeopleunder25yearsofageonsocialmedia.TheABACstandardsrequiremodelsinalcoholadvertisementstobeatleast25andappeartobeadult.Thismeansthatalcoholcompaniesmusttakegreatercarewhenrecruitingtalent,includingengagingsocialmediainfluencerstochecktheirageandappearance.Itisalsoincumbentonadvertiserstoengageappropriateage-gatingcontrols.Itisimportanttonotethatnoneofthebreachesthisquarterrelatedtomarketingmaterialthatwaspre-vettedbyABAC.ThishighlightstheimportanceandeffectivenessoftheABACpre-vettingsystem,whichinvolvesABACcheckingmarketingmaterialforcompliancewithitsstandardspriortothematerialreachingthemarket.Usingthepre-vettingservicesignificantlyreducestheriskofbreachingtheABACstandards.ABACpre-vetterstakeanobjectiveexternallookatproposedmarketingmaterialandapplytheperspectiveofareasonablepersoninthecommunity.Companieswhodoavailthemselvesofthepre-vettingsystemtellushowvaluabletheyfinditinachievingABACcompliance.Thisquarterhasseenamarkedincreaseincomplaintsaboutpostsbysocialmediainfluencerspromotingalcoholproducts.Asaresult,ABACiscurrentlyreviewingandupdatingitsdigitalmediabestpracticerequirements. KEY STATISTICS 2nd QUARTER 2018 Complaints 24 NotraisingCodeissues* 11 Raisingaconsistentlydismissedissue 1 Determinations 11 Upheld** 3 UpheldasNoFaultBreach 2 Dismissed 3 OutsidescopeofABAC*** 1 Pending 2Pre-vets 414 Rejected 56*Complaintsthatdidnotresultinadeterminationraisedmattersdealtwithbyothercodes/legislationorbodiessuchasmisleadingconduct,breachofFoodStandardsCode,discrimination,offensivelanguage,animalcruelty,didn’tincludearesponsibledrinkingmessageordidnotraiseconcernsaboutaparticularadoranalcoholad.**Noneoftheuphelddecisionswererelevantlypre-vetted***Afacebookpageappearingtopromoteaproductwasnotcreatedormaintainedbythebrand(unauthorisedfanpage)

RECENT ALCOHOL MARKETING COMPLAINTS

BreachesofABACstandards5SeedsCider(complaintregardingcontentandplacement)

Complaint:TheInstagrampostsdepictwomenundertheageof25andthepostsarenotagerestricted.

ABAC standard: Alcohol marketing cannot include images of people under the age of 25 and digitalmarketingmustapplyavailableagerestrictioncontrols.

Decision:ThePanelfoundthattwoofthepostsmettheABACstandardsandtwowereinbreachofthecontentstandards:

• ThesocialmediainfluencerpostswerebyprivateaccountholdersandnotabletoagerestricttheirInstagram accounts or posts, so age restriction technologies are not available for their postspromotingtheproduct.Inadditionthefollowersofthetwoaccountswere83%and89%adult,soexceededthe75%adultthresholdandtheplacementrulesweremet.

• Theregramsofthesepostsonthe5SeedsCideraccountmettheplacementrulesasthecompanyappliedavailableagerestrictioncontrols.

• The‘mcdhannah’postsfeatureawomanaged25andsomeettheABACstandards,however,the‘itsbronde’posts featureawomanaged23yearsofage, soare inbreachof theABACcontentstandards.

Asaresult,the‘itsbronde’postontheprivatesocialmediaaccountandtheregramofthispostonthe5SeedsCideraccountwerebothremovedpriortotheadvertiserrespondingtothecomplaint.Further,thecompany has reiterated its guidelines to its social media moderators to ensure no similar breach isrepeated.

PremixKing(complaintregardingcontentandplacement)

Complaint: Advertisements on the retailer Facebook page focus on cheap alcohol, encourage excessconsumptionofalcoholandirresponsiblebehaviour,havestrongorevidentappealtoyoungpeopleandhavenoagerestrictioncontrolsinplace.

ABAC standards: Alcohol marketing cannot encourage excessive consumption or alcohol-relatedirresponsiblebehaviour,havestrongorevidentappealtounder18sorbedirectedatminorsbyfailingtoutiliseavailableagerestrictioncontrols.

Decision:ThePanelupheldthecomplaintonthebasisthat:

• Itseemsthecompanydidnotutiliseavailableagerestrictioncontrols.

• A post that refers to an alcohol product leading to a loss of dignity suggests excessive alcoholconsumptionandirresponsiblealcoholrelatedbehaviour.

• Apostwhich referencesuniversity students in the contextof ‘Oweek’which is theorientationperiodforfirstyearstudentsmightbetakenasbeingdirectedtoyoungerstudentsaproportionofwhichwouldbeaged17.

Noformalresponsehasbeenreceivedfromtheadvertiser.Thefirstpost(picturedbelow)wasvoluntarilywithdrawnandtheFacebookPagehasbeenagerestricted.However,thesecondpost(alsopicturedbelow)hasnotbeenwithdrawn.ThisunresolvedbreachwasreferredbyABACtotheVictorianCommissionforGamingandLiquorRegulationandiscurrentlybeinginvestigated.

SpiritBar&LoungeTraralgon(complaintregardingcontent)

Complaint: A Facebook post promoting a healthy cocktail rangeencourages excess consumption by suggesting customers can avoid ahangoverandadvertisesthealcoholdrinkashealthy.

ABAC standard: Alcohol marketing cannot encourage excessiveconsumptionofalcoholorsuggestthattheconsumptionofalcoholoffersatherapeuticbenefit.

Decision: The Panel found that the post was in breach of the ABACstandardsbyreferencingthe ‘newspiritbarhealthycocktail range’andstatingitwill‘keepyouhydratedallnight’andwill‘avoidthehangoverthenextday’which impliesexcessiveconsumptionof theproduct togetherwithatherapeuticbenefitfromconsumingtheproduct.

Theadvertiserremovedthepostuponnotificationofthecomplaint.

Charlie’sLiquorBarn(complaintregardingcontent)

Complaint: A series of Facebook posts depicting people aged under 25 and promoting excessiveconsumptionoralcoholasacauseofchangeinmood.

ABACstandard:Alcoholmarketingcannotencourageexcessiveconsumptionofalcohol,depictpeopleagedunder 25 years or suggest that the consumption or presence of alcohol is a cause or contributor of asignificantchangeinmood.

Decision:ThePanelfoundthatpostswereinbreachoftheABACstandardsbyincludingpeopleagedunder25years,encouragingexcessconsumptionand implyingalcoholconsumptioncould leadtoasignificantchangeinmood.

Theadvertiserremovedthepostsuponnotificationofthecomplaint.Theadvertiserhasalsofollowedupwithi98FMradiotoensuretheABACstandardsarefollowedwhenpromotingthecompany’sbusiness.

AlbyBeer(complaintregardingcontentandplacement)

Complaint:Anon-agerestrictedFacebookpostdepictingamaleagedunder25skateboardingthatwouldhavestrongappealtominors.

ABACstandard:Alcoholmarketingcannothavestrongorevidentappealtominors,cannotdepictpeopleagedunder25yearsandmustapplyavailableagerestrictions.

Decision:ThePanelfoundthepostinbreachoftheABACstandardsby:

• includingaprominentimageofamaleagedunder25yearsandpossiblyunder18years• depicting a youngmale skateboarding as the central character in the post is likely to strongly

resonatewithmalesundertheageof18• failingtoagerestricttheFacebookpagewhereitispossibletoapplyagerestrictioncontrols

TheadvertiserremovedthepostandagerestrictedtheFacebookpageimmediatelyafterbeingnotifiedofthecomplaint.

MyBottleshop(complaintregardingcontent)

Complaint:Anemailmarketingcommunicationthatencouragedexcessiveconsumption.

ABAC standard: Alcohol marketing cannotencourage excessive consumption or misuse ofalcohol.

Decision:ThePanelfoundthemarketinginbreachoftheABACstandardsby:

• referring to theproduct as a “MegaCan”and a “massive 500ml hit” encouragingexcessiveconsumption

• includingastatementthattheproductinamega can is “perfect for long drives” isencouragingalcoholconsumptionwhileincontrolofamotorvehicle

The advertiser removed the advertising uponnotificationofthecomplaint.ThebrandownerofJackDanielswasunawareoftheadvertisinganddidnotapproveit.

Ri-beer-naBerlinerWeisse(complaintregardingcontent)

Complaint:Packaging thatappeals tochildrenandcreatesconfusionwith thewellknownnon-alcoholicblackcurrantdrink.

ABACstandard:Alcoholpackagingcannothavestrongorevidentappealtounder18sorcreateconfusionwithasoftdrink.

Decision:ThePanelfoundthemarketinginbreachoftheABACstandardsas:

• theproductnameisclearlyaparodyofthewellknownblackcurrantbasedsoftdrink,Ribena• Ribenawouldgenerallyberegardedbyareasonablepersonasadrinkprimarilytargetingchildren• the product packaging resembles Ribena in the use of purple colouring and depictions of

blackcurrantsand theuseofa font style for thenamewhich is identicalorvery similar to thatemployedforRibenaproducts

• whilethereasonablepersonwouldlikelyunderstandtheproducttobeatongueincheekplayontheRibenanametheproductpackagingdoescreateapotentialconfusionwiththechildren’sdrinkRibena

• takenasawholethesimilarityinthepackaging’sdesign,colouringandtheuseofthefontforthenamewouldbetakenashavingastrongorevidentappealtominors

Theadvertiserhasceasedproductionofthepackaging.

NoFaultBreachesSomersbyCider(complaintregardingplacement)

Complaint:ASomersbyCideradvertisementappearingina13-year-oldboy’sInstagramfeed.

ABACstandard:Availableagerestrictioncontrolsmustbeutilisedbyalcoholmarketers.

Decision:ThePanelnotedthatthecompanyadvisedthatitdidapplytheavailableInstagramagerestrictioncontrols.Thecomplainantdidnotrespondtoarequestfortherelevantuserprofiledetailswhichwouldhaveenabledtheerrortobeinvestigated.ThePanelwas,therefore,notabletomakeafindingastowhathad occurred and assumed the child’s account was setup correctly and that the company acted withreasonablediligencetofollowtheABACrequirements.WheninvestigatingthecomplaintwithInstagram,theadvertiserdiscoveredthatasmallpercentageofitsbrandpage’sfollowers(2%)couldbeunder18and,therefore,thePanelupheldthecomplaintbutmadea‘nofaultbreach’finding.

TheAdvertisersuspendeditsInstagramaccountondiscoveringtheerrorswhilefurtherinvestigationswereongoing.SincethiserroroccurredABAChasbeencommunicatingdirectwithInstagraminrelationtothisandanearliererror. Instagramhasadvisedthat it is implementingaplatform-widechangeso thatonlyaccounts that have been explicitly connected to an age verified Facebook account will be able to seesensitivematerial,includingalcoholadvertisements,toavoidthesetypesoferrors.

CoopersSessionAle(complaintregardingcontentandplacement)

Complaint:ACoopersSessionAleadvertisementappearingnearPerthModernSchool.

ABACstandard:Alcoholmarketingcannot:

• stronglyorevidentlyappealtominors.

• be placed within 150m sight line of a school(exceptionforalcoholretailsites).

Decision:ThePanelfoundthattheplacementrulehadbeenbreachednoting:

• 150msightlinecannotbesubjecttovariablefactorssuch as the density of the foliage as this woulddependonwhetherithadbeentrimmedrecentlyorwas overgrown and the guideline needs to beunderstood in a way that provides continuity andcertainty

• inanyeventthebillboardisvisibleandwithin150msight line of several locations within the schoolgroundsandfromthefootpathoutsidetheschool

• theretailoutletexceptiondoesnotapplyinthiscaseaswhilethebillboardislocatedontheMurrayHotel,itisownedbyAPNOutdoorandisnotpromotingthehotelnorlinkedtotheavailabilityoftheproductatthehotel

• anofaultfindingwasfoundinrelationtothisbreachasthisisthefirsttimethePanelhasmadearulingontheintentandmeaningofthequalificationtothe150mrule,notingthepositiontakenbythe company and outdoor media provider that the site fell within the qualification was notunreasonablegiventherehadbeennopreviousrulingonthispoint

ThePanelfoundthattheadvertisementdidnothavestrongorevidentappealtominorsnoting:

• theproduct ispresentedinastandardbeercanandtheCoopersbrandnameisreasonablywellrecognisedasabeerproduct

• theplayontheword‘TropicAle’emphasizesthattheproductisabeer• theuseofHawaiianstylefruitandimagesiscolourful,butintheoverallcontextisnotconsidered

ashavingstrongorevidentappealtominors

TheAdvertiserremovedtheadvertisementfromthatsitependingadecisionbeingmadebythePanelandhasadviseditwillnolongerusethatsiteforitsadvertising.

CarltonDraught(complaintregardingplacement)

Complaint:Apromo for ‘TheFrontBar’which isaprogramthat includesproductplacementofCarltonDraughtwasbroadcastduringafamilyprogram.

ABACstandard:Alcoholmarketingcannot:

• beplacedinconsistentlywiththeCommercialTelevisionIndustryCodeofPractice(CTICP)

• beplacedwheretheaudienceisreasonablyexpectedtocomprise>25%minors

• beplacedwithaprogramprimarilyaimedatminors

Decision:ThePanelfoundthatthefirstplacementrulehadbeenbreachednoting:

• ThetelevisionstationandmarketerbelievetheCTICPdoesnotcaptureproductplacementandthisisthereasontheadvertisementwasplacedoutsidetheusualtimezonesthatapplytoalcohol

• ThePanel’sobligationistoapplytheABACconsistentlywithitspolicypurposeandthespiritandintentof itsprovisions. PlacementRule1 istobeunderstoodasrequiringallalcoholmarketingcommunicationstomeettheplacementandlocationrestrictionsasdetailedintherelevantmediacodessuchastheCTICP.Thefactthatothercodesadoptdifferentdefinitionsastowhatisincludedinthescopeofalcoholmarketingforthepurposesofthoseparticularcodescannotbetakentowater down the meaning of a marketing communication for ABAC purposes. That is, ABACincorporates the requirements pertaining to placement and location found in other codes andappliesthosetoABACmarketingcommunications.

• ThePanelacceptsthatthecompanyhadnoinputintothepromo,butnotesithasarighttoprotectitsbrandandcanexerciseareasonablemeasureofcontrolovertheportrayalofitsbrandinthepromo.

• As theaudiencewas97.5%adultand theprogram(Home&Away)hasbroadappealbut isnotprimarilyaimedatminorsnootherplacementruleswerebreached.

MarketingConsistentwithABACStandardsXXXX(complaintregardingcontentandplacement)

Complaints:A‘crowdcatch’promotionappealstominorsasitfeatureslovedcricketicon,AdamGilchrist,andencouragesanactivityanyonecanbeapartof,namelycatchingaballatacricketgame.Further,thepromotionimpliesalcoholislinkedtotheachievementofsuccessthroughthewearingofaXXXXcapandmakingthecrowdcatch. Secondly,electronichoardingadvertisingaroundtheboundaryofthestadiumthat includesXXXXGold logosnext toeitherthetext“Australia’s#1Beer”ornext toan imageofaballhittingawicket,displayedwhenawicketwastakenduringthegameonthebasis it isvisible toa largenumberofminors.

ABACstandards:Alcoholmarketingcannot:

• stronglyorevidentlyappealtominors.

• show the consumptionorpresenceof analcoholbeverageas a causeofor contributing to theachievementofsuccess.

• beplacedwithin150mofdirectsightlineofaschool.

• beplacedwhereanaudienceisexpectedtobe>25%minors.

• beplacedwithprogramsorcontentprimarilyaimedatminors.

Decision:ThePanelheldthattheadvertisingdidnotbreachABACrules.Theinteriorofthesportsstadiumisnotwithin150mofaschoolandavailableaudiencedemographicdatademonstratedthattheeventhadalikelyaudienceofinexcessof75%adults,therefore,meetingtheABACplacementrules.The‘crowdcatch’promotionmetthecontentstandardsas:

• whileAdamGilchrist isa respected figure,hisappealwouldbestrongerwithanolderaudiencegivenhelastplayedinternationalcricketin2008.

• Thevideoexplainstheactivityanddoesnotcontainelementslikelytostronglyappealtochildrenoradolescents.

• The activity requires the wearing of a cap, which apart from having some limitation on beingaccessibletounder18yearolds,isnotconsideredtobeofacolourordesigntohaveparticularlystrongappealtominors.

• Whiletheproductnameandbrandisassociatedwiththeactivityandtheprospectthatapersoncatchingaballstruckintothecrowdcouldwin$10,000,thesuccessderivesfromtheskillofcatchingtheballandnotfromtheconsumptionorpresenceofalcohol.Itisnotimpliedthatalcoholwillleadtosuccessincatchingtheball.

.

Smirnoff(complaintregardingcontentandplacement)

Complaint: Advertisementon a bus shelterwill be seenby teenagers and childrenwho regularly catchbuses.Further,theproductispositionedasanaturaldrink,inferringit’sgoodforyouandcouldbemistakenforasodadrink,targetingyoungornewtoalcoholdrinkers.

ABACstandard:Fixedalcoholmarketingcannotbeplacedwithin150metressightlineofaschool.Alcoholmarketingcannothavestrongorevidentappealtominorsorsuggesttheconsumptionoftheproductoffersanytherapeutic(health)benefit.

Decision:ThePanelheldthattheadvertisementsdidnotbreachPart3(b)(iv)ofABACPlacementrulesasthe advertisement was consistent with theOutdoor Media Association alcoholguidelines and was not located within 150metres sight lineofaprimaryor secondaryschool.Inanearlierdeterminationaboutthisadvertisement the Panel found the admettheABACcontentstandardsasitisportrayedas an alcohol beverage, it does not haveelements that create a strong or evidentappeal to under 18 year olds and thereferencetotheproductcontentsdonotgoto its impact. It is unlikely a person wouldconcludetheproductwouldbeofbenefitintermsofphysicalormentalwellbeing.

Smirnoff(complaintregardingcontent)

Complaint:AtelevisionadpromotingSmirnoffwiththecaption“noservingsuggestions”impliesthereisnosuggestedrateofalcoholconsumption.

ABAC standard: Alcohol marketing cannotencourage excessive consumption orconsumption inconsistent with AustralianAlcoholGuidelines.

Decision: The complainant misinterpreted theadvertisement, which showed a series of veryelaborate cocktails with the caption “noridiculous serving suggestions” superimposed.The Panel found that excess consumption wasnotbeingpromotedandtheadvertisementwasendeavouring to contrast the relative simplicityof theproductwhich isavodkapremixdrinkwith thesomewhat fancifulandhighlycontrivedcocktailsshown.

GreatNorthern(complaintregardingplacement)

Complaint:AtelevisionadforGreatNorthernviewedduringafamilyfriendlyprogram(SydneyWeekender).

ABACstandard:Alcoholmarketingontelevisionmustonlybeplaced:

• consistentlywiththeCommercialTelevisionIndustryCodeofPractice(CTICP)• wheretheaudienceisreasonablyexpectedtocompriseatleast75%adults• notwithprogramsorcontentprimarilyaimedatminors

Decision:Thecomplainantwasmistakenastotheprogramwithwhichtheadappeared. ThetelevisionnetworkcheckedandconfirmedthattheaddidnotappearwiththeprogramclaimedanditispossiblethatthecomplainantsawtheadatanothertimeoronanotherchannelconsistentlywiththeCTICP.

IronJack(complaintregardingcontent)

Complaint:AtelevisionadforIronJackwheremenarefishingwithoutlifejacketsandtheadpromotesasenseofrecklessbehaviourandignoringlegalobligations.

ABAC standard: Alcoholmarketing cannot encourage irresponsible alcohol-related behaviour or showconsumptionofalcoholpriortoactivitiesthatrequireahighdegreeofalertnessorphysicalco-ordination.

Decision:ThePanelfoundthatthefailuretoshowthemenwearinglifejacketswasconsistentwithlegalrequirementsduringthekindofconditionsshownduringtheadvertisement.Further,thattheABACsafetyprovisionwasnotbreachedasthesceneshowingalcoholuseisclearlyplacedattheconclusionoftheday-afterfishinghadbeencompleted.Thereisnosuggestionthemenconsumedalcoholbeforeorduringtheiruseoftheboat.

WildTurkey(complaintregardingcontentandplacement)

Complaint:AtelevisionadforWildTurkeywhereanactorisshownwalkingdownalivelystreetandthensittingwatersidewiththemusicianDavie.Theconcernbeingthattheadwasshownat6.38pmonFoxtelwithNCISandthattheadshowsalcoholascontributingtosuccess.

ABACstandard: Alcoholmarketingcannotshowalcoholasacauseorcontributor topersonalorsocialsuccessandwhenbroadcastonFoxtelmayonlybeplaced:

• consistentlywiththeAustralianSubscriptionTelevisionCodeofPractice(ASTRA)• wheretheaudienceisreasonablyexpectedtocompriseatleast75%adults• notwithprogramsorcontentprimarilyaimedatminors

Decision:ThePanelfoundthat:• ASTRAdoesnotprescribe time zone restrictions for alcohol advertisingbuthas amoregeneral

guidelinethatrequirestheintellectualandemotionalmaturityoftheintendedaudiencetobetakenintoaccountwhenschedulingalcoholadvertisements

• Thelikelyaudienceoftheadwasinexcessof90%adults• ThethemesandsubjectmatterofNCIScouldnotberegardedasprimarilydirectedatminors• Theadisattractiveandappealingbutdoesnotattributethistotheproductasacausebutrather

theadaimstoassociatetheproductwithanalreadyestablishedattractivescenario

MarketingoutsideABACScopeLittleFatLamb(complaintregardingcontent)

Complaint:TwoFacebookpagesaboutLittleFatLambAppleCiderbreachmostABACprovisions.

Decision:ThePanelfoundthatthepageswerefanappreciationpagesandoutsidethereasonablecontroloftheowners,producersanddistributorsofLittleFatLambproducts.

TheABACComplaintsPanelisheadedbyChiefAdjudicatorProfessorTheHonMichaelLavarchAO.FormoreinformationonABAC,visit:http://www.abac.org.au.