The Alcohol Beverages Advertising Code Scheme > About ABAC

About ABAC

Overview

The ABAC Scheme (ABAC) is an important regulator of alcohol and alcohol alternative marketing throughout Australia. Established in 1998, ABAC raises industry standards of marketing so that it is conducted responsibly and consistently with standards of good practice through regulation, education and advice. ABAC operates under a representative governance model designed to ensure independence, transparency and multi-stakeholder oversight:

  • Oversight by a Management Committee that includes representation from government, the alcohol industry and the advertising sector, with leadership by an independent chair.
  • Funded entirely by industry via membership levies, direct signatory fees and pre-vetting service charges.
  • Operated independently by a professional secretariat.
  • Working closely with Australian governments through representation on the Management Committee, inclusion of a government nominated public health expert on all adjudication panels, and co-operative relationships with State and Territory Liquor Licensing Authorities.

The ABAC Scheme is not the only set of rules aƒecting marketing in Australia. Alcohol and alcohol alternative marketing must also comply with broader Australian legal requirements and codes, including:

  • The Federal Competition and Consumer Act and State Fair Trading legislation
  • State and Territory Liquor Licensing alcohol promotion requirements;
  • Australia New Zealand Food Standards Code
  • The Australian Association of National Advertisers Code of Ethics
  • The Commercial Television Industry Code of Practice
  • The Commercial Radio Code of Practice
  • The Outdoor Media Association Placement Policy

The laws and codes go either to the issue of the placement of alcohol marketing, the content of alcohol marketing or deal with both matters.  The ABAC Responsible Alcohol Marketing Code (ABAC Code) includes both the placement and content of marketing i.e. where the marketing was located or the medium by which it was accessed and the content of the marketing irrespective of where the marketing was placed. The ABAC Code requires marketers to comply with placement requirements in other codes as well as meet the standards contained in the ABAC Code.

An overview of each of the components of ABAC can be accessed via the menu on the left side of your screen.

Click here to download a list of frequently asked questions.