Advertising Policy

01 PURPOSE Under the Outdoor Media Association (OMA) Code of Ethics, OMA members only endorse that complies with both the Australian Association of National Advertisers (AANA) Code of Ethics and the Alcohol Beverages Advertising Code (ABAC) Responsible Alcohol Marketing Code (ABAC Code). These organisations are the recognised authorities with regards to alcohol advertising in . OMA members are committed to responsible advertising of alcohol products. OMA members acknowledge the extra care required to ensure that alcohol advertising in the public domain meets community standards, especially when it comes to the exposure of children and young people. The OMA has developed this Alcohol Advertising Policy to provide a framework for OMA members to advertise alcohol products in a responsible manner, in alignment with relevant Codes and other legislation. VERSION: September 2020

3.8 As an alternative, OMA members may accept an 02 SCOPE advertisement where the advertiser has provided written advice from a legally qualified person This Policy provides information on complying with the stating that the advertisement complies with the ABAC Code and outlines OMA members’ responsibilities ABAC Code. to ensure that alcohol advertising is displayed in accordance with community standards. 3.9 Nothing in this policy negates the requirement that relevant alcohol advertising, whether captured by the OMA Placement Policy or not, be pre-vetted through the ABAC Alcohol 03 OMA ALCOHOL ADVERTISING Advertising Pre-Vetting Service (AAPS). POLICY 3.10 In the event of a breach of this policy, the OMA 3.1 In accordance with the OMA’s Placement Policy, member will take immediate steps to facilitate members will ensure advertising that is captured removal of the advertisement that is the subject by this policy is not placed on fixed signs located of the breach. within a 150 metre sightline of an Australian primary or secondary school. 3.2 This policy, with regard to the placement of 04 ABAC RESPONSIBLE ALCOHOL alcohol advertising, only applies to the following: MARKETING CODE a advertising for a business that primarily sells alcoholic beverages The following standards for alcohol marketing in Australia b advertising for an alcoholic beverage, or are set out in the ABAC Code. c advertising for a promotion involving 3.1 Responsible and Moderate Portrayal of Alcohol alcoholic beverages, even if the advertiser Beverages does not primarily sell alcohol. Alcohol advertising must not: 3.4 This policy does not apply to transit advertising on buses, trains, trams and taxis. 1. show (visibly, audibly or by direct implication) or encourage the excessive or rapid consumption of 3.5 This policy does not apply to advertising located an Alcohol Beverage, misuse or abuse of alcohol or on premises that sell alcoholic beverages where consumption inconsistent with the Australian Alcohol the advertising directly relates to the business Guidelines of the venue. This is known as ‘on-premise advertising’. 2. show (visibly, audibly or by direct implication) or encourage irresponsible or offensive behaviour that is 3.6 This policy does not apply to advertising for related to the consumption or presence of an Alcohol drinking harm minimisation messaging. Beverage 3.7 To ensure all advertising displayed by OMA 3. challenge or dare people to consume an Alcohol members complies with the ABAC Code, Beverage OMA members only accept copy for alcohol advertising that has been approved through the 4. encourage the choice of a particular Alcohol Alcohol Advertising Pre-Vetting Service (AAPS). Beverage by emphasising its alcohol strength (unless emphasis is placed on the Alcohol Beverage’s low

For further information please contact OMA: Outdoor Media Association / Suite 504, 80 William Street, East Sydney NSW 2011 Telephone: 02 9357 9900 / Email: [email protected] / Web: oma.org.au 1 Alcohol Advertising Policy

alcohol strength relative to the typical strength for Ad Standards and the OMA member will be informed of similar beverages) or the intoxicating effect of alcohol. the ABAC Complaints Panel decision. OMA members must comply with all decisions made 3.2 Responsibility Towards Minors by the Community Panel and ABAC Adjudication Panel Alcohol advertising must not: about alcohol advertisement complaints and remove any 1. have strong or evident appeal to minors advertising content that is found in breach. 2. depict a person who is or appears to be a Minor unless they are shown in an incidental role in a 06 DEFINITIONS natural situation (for example, a family socialising ABAC Adjudication Panel responsibly) and where there is no implication they The panel convened to adjudicate complaints received by will consume or serve alcohol the ABAC Scheme. 3. depict an Adult who is under 25 years of age and ABAC Code appears to be an Adult unless: Sets out the standards for alcohol marketing in Australia. a. they are not visually prominent; or ABAC Scheme b. they are not a paid model or actor and are shown The Alcoholic Beverages Advertising Code Scheme in a Marketing Communication that has been which is the centerpiece of Australia’s system of alcohol placed within an Age Restricted Environment. marketing regulation; a quasi-regulatory system that applies to print, billboard, digital, and other marketing. 3.3 Responsible Depiction of the Effects of Alcohol Ad Standards Alcohol advertising must not: Previously known as the Advertising Standards Bureau, 1. suggest that the consumption or presence of an Ad Standards manages the complaint resolution process Alcohol Beverage may create or contribute to a of the advertising self-regulation system. significant change in mood or environment Ad Standards Community Panel 2. show (visibly, audibly or by direct implication) the consumption or presence of an Alcohol Beverage Previously known as the Advertising Standards Board, a as a cause of or contributing to the achievement of panel of community members who make determinations personal, business, social, sporting, sexual or other about ad complaints from the community it represents. success Alcoholic Beverage 3. if an Alcohol Beverage is shown (visibly, audibly or by A beverage containing at least 0.5% alcohol by volume. direct implication) as part of a celebration, imply or Drinking Harm Minimisation Messaging suggest that the Alcohol Beverage was a cause of or Advertisements whose sole purpose is to educate about contributed to success or achievement misuse or abuse of alcohol beverages and which do not 4. suggest that the consumption of an Alcohol Beverage include a companies or products branding. offers any therapeutic benefit or is a necessary aid to Marketing Communications relaxation. Marketing communications in Australia for an alcoholic 3.4 Alcohol and Safety beverage generated by or within the reasonable control of a Marketer including but not limited to brand advertising Alcohol advertising must not show (visibly, audibly or (including trade advertising), competitions, digital by direct implication) the consumption of an Alcohol communications (including in mobile and social media), Beverage before or during any activity that, for safety product names and packaging, alcohol brand extensions reasons, requires a high degree of alertness or physical to non-alcohol beverage products, point of sale materials, co-ordination, such as the control of a motor vehicle, boat retailer advertising and marketing collateral. or machinery or swimming. Minor 05 COMPLAINTS AGAINST ABAC A person who is under 18 years of age and therefore not CODE legally permitted to purchase . Complaints about alcohol advertisements are made Premises that Primarily Sells Alcoholic Beverages to Ad Standards. Ad Standards refers any complaints A premises that is known to a reasonable person to be regarding alcohol advertising to the ABAC Adjudication a place where alcoholic beverages are a primary source Panel. The Ad Standards Community Panel and the ABAC of business and is not incidental to the business. For Adjudication Panel determine whether the advertisement example a pub, club or bottle shop. complies with the relevant Codes. If the ABAC Adjudication Panel upholds the complaint, the advertiser will be asked to modify or withdraw the advertisement in question.

For further information please contact OMA: Outdoor Media Association / Suite 504, 80 William Street, East Sydney NSW 2011 Telephone: 02 9357 9900 / Email: [email protected] / Web: oma.org.au 2