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ABAC Adjudication Panel Determination No 2/21

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ABAC Adjudication Panel Determination No 2/21 ABAC Adjudication Panel Determination No 2/21 Products: Carlton Zero and Stella Artois Company: Asahi Beverages Media: TV – On Demand Date of decision: 12 February 2021 Panelists: Professor The Hon Michael Lavarch (Chief Adjudicator) Ms Jeanne Strachan Professor Richard Mattick Introduction 1. This determination by the ABAC Adjudication Panel (“the Panel”) concerns advertisements for Carlton Zero and Stella Artois (“the Products”) by Asahi Beverages (“the Company”) during Young Sheldon and Dance Moms. It arises from a complaint received on 4 January 2021. 2. Alcohol marketing in Australia is subject to an amalgam of laws and codes of practice, that regulate and guide the content and, to some extent, the placement of marketing. Given the mix of government and industry influences and requirements in place, it is accurate to describe the regime applying to alcohol marketing as quasi-regulation. The most important provisions applying to alcohol marketing are found in: • Commonwealth and State laws: • Australian Consumer Law – which applies to the marketing of all products or services, and lays down baseline requirements, such as that marketing must not be deceptive or misleading; • legislation administered by the Australian Communications and Media Authority – which goes to the endorsement of industry codes that place restrictions on alcohol advertising on free to air television; Page 1/9 • State liquor licensing laws – which regulate retail and wholesale sale of alcohol, and contain some provisions dealing with alcohol marketing; • Industry codes of practice: • AANA Code of Ethics – which provides a generic code of good marketing practice for most products and services, including alcohol; • ABAC Responsible Alcohol Marketing Code (“ABAC Code”) – which is an alcohol specific code of good marketing practice; • certain broadcast codes, notably the Commercial Television Industry Code of Practice – which restricts when advertisements for alcohol beverages may be broadcast; • Outdoor Media Association Code of Ethics and Policies – which place restrictions on the location of alcohol advertisements on outdoor sites such as billboards. 3. The codes go either to the issue of the placement of alcohol marketing, the content of alcohol marketing or deal with both matters. The ABAC deals with both the placement 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 scheme requires alcohol beverage marketers to comply with placement requirements in other codes as well as meeting the standards contained in the ABAC. 4. For ease of public access, Ad Standards provides a common entry point for alcohol marketing complaints. Upon a complaint being received by the Ad Standards, a copy of the complaint is supplied to the Chief Adjudicator of the ABAC. 5. The complaint is independently assessed by the Chief Adjudicator and Ad Standards and streamed into the complaint process that matches the nature of the issues raised in the complaint. On some occasions, a single complaint may lead to decisions by both the Ad Standards Community Panel under the AANA Code of Ethics and the ABAC Panel under the ABAC if issues under both Codes are raised. 6. The complaint raises concerns under the ABAC Code and accordingly is within the Panel’s jurisdiction. Page 2/9 The Complaint Timeline 7. The complaint was received on 4 January 2021. 8. The Panel endeavours to determine complaints within 30 business days of receipt of the complaint, but this timeline depends on the timely receipt of materials and advice and the availability of Panel members to convene and decide the issue. The complaint was completed in this timeframe. Pre-vetting Clearance 9. The quasi-regulatory system for alcohol beverage marketing features independent examination of most proposed alcohol beverage marketing communications against the ABAC prior to publication or broadcast. Pre-vetting approval was obtained for the advertising – Carlton Zero (Approval Number 19002) and Stella Artois (Approval number 18588). The Placement 10. The complaint refers to advertisements for Carlton Zero and Stella Artois seen while watching on-demand television, specifically during Young Sheldon and Dance Moms on 9Now. The Complaint 11. The complainant is concerned about the advertising as follows: • The ads are for alcoholic beverages or a non-alcoholic version of an alcoholic beverage and this is shown during daytime hours in programming that is widely watched by children. These ads encourage drinking to an audience who are still young and impressionable. Furthermore, the ads are playing over and over and over again - they are extremely annoying, and it is very obvious that the advertising companies are trying to get around standards by either not specifying what Stella is, or by advertising a non-alcoholic beer and saying its ok to drink it all day. Advertising beer to children is not appropriate. The ABAC Code 12. Part 3 of the ABAC Code provides that a Marketing Communication must NOT: (b)(iv) be directed at Minors through a breach of any of the Placement Rules. Page 3/9 13. Part 6 of the Code provides that: Placement Rules means: (i) A Marketing Communication must comply with codes regulating the placement of alcohol marketing that have been published by Australian media industry bodies (for example, Commercial Television Industry Code of Practice and Outdoor Media Association Placement Policy). (ii) A Marketer must utilise Available Age Restriction Controls to exclude Minors from viewing its Marketing Communications. (iii) If a digital, television, radio, cinema or print media platform does not have age restriction controls available that are capable of excluding Minors from the audience, a Marketing Communication may only be placed where the audience is reasonably expected to comprise at least 75% Adults (based on reliable, up-to-date audience composition data, if such data is available). (iv) A Marketing Communication must not be placed with programs or content primarily aimed at Minors. (v) A Marketing Communication must not be sent to a Minor via electronic direct mail (except where the mail is sent to a Minor due to a Minor providing an incorrect date of birth or age). The Company’s Response 14. The Company responded to the complaint by letter emailed on 20 January 2021. The principal points made by the Company were: Alcohol Advertising Pre-vetting Service Approval • The advertising received Alcohol Advertising Pre-vetting Service Approval: • Carlton Zero - approval number 19002. • Stella Artois - approval number 18588. Responsibility Toward Minors • 9Now has age restriction controls that are capable of excluding minors from viewing alcohol marketing communications. This is consistent with the placement rules, specifically clause (ii): A Marketer must utilise Available Age Restriction Controls to exclude Minors from viewing its Marketing Communications. Page 4/9 • We have stringent controls in place that ensure our advertisements are only shown to people over the age of 18 on 9Now. • CUB purchases BVOD advertising instances through our programmatic partner Adobe. Adobe provides the capability to access video inventory across a range of environments; CUB and Asahi use Adobe services to access inventory with the major TV networks’ catch-up/streaming services in desktop/mobile/tablet environments or via connected TV. • The sign-up process for BVOD services requires users to state their year of birth in order to prevent age-restricted content from being accessed by minors. We apply 18+ targeting instructions to Adobe, ensuring our advertisements are only shown to people who have positively identified they are over the age of 18 and are logged into their accounts. • The networks have confirmed to CUB that they also apply 18+ targeting at their end, and do not allow alcohol advertising to be shown to minors or within programs featuring content primarily aimed at minors. • Clause (iii) of the placement rules states: If a digital, television, radio, cinema or print media platform does not have age restriction controls available that are capable of excluding Minors from the audience, a Marketing Communication may only be placed where the audience is reasonably expected to comprise at least 75% Adults (based on reliable, up-to-date audience composition data, if such data is available). • Notwithstanding our advertisements are only served to logged-in 18+ accounts, I have attached online audience composition data from 9Now that shows 18+ audience share for Dance Moms at 87%, and for Young Sheldon at 91%. • DEMO MINUTES BREAKDOWN JAN 1 2020 Dance Moms Young Sheldon F 254,533 67% 97,186 53% M 76,745 20% 67,863 37% Under 18 50,945 13% 16,873 9% 18-24 65,655 17% 17,854 10% 25-39 103,848 27% 54,362 30% 40-54 105,311 28% 55,241 30% 55-64 30,936 8% 21,832 12% 65+ 25,526 7% 15,760 9% Source: OzTAM VOD VPM, Dance Moms Seasons 1-7, Young Sheldon Seasons 1-3, 01/01/2021, metric minutes, duration 15+mins, includes coviewing on connected tv devices Page 5/9 • Clause (iv) of the placement rules states: A Marketing Communication must not be placed with programs or content primarily aimed at Minors. • ‘Primarily’ would imply that the program was created specifically with Minors in mind. Consistent with Clause (iii) of the definition of Strong or Evident Appeal to Minors, ‘primarily aimed at Minors’ would suggest that the program has a particular attractiveness for a Minor beyond the general attractiveness
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