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The Alcohol Beverages Advertising Code (ABAC) is 鈥渟trongly advising鈥� alcohol marketers to self-audit all of their brand social media accounts to ensure age restriction controls are in place.

ABAC said it will shortly be commissioning compliance monitoring of age restriction controls across alcohol and alcohol alternative Instagram, Facebook and Youtube accounts.

ABAC said that both signatory and non-signatory accounts will be audited and that a checklist with links explaining how to apply age restrictions is available on the .

In addition ABAC said it has recently published its best practice guide for responsible alcohol sponsorship.

In a statement about the guide the ABAC Scheme Limited said: 鈥淭he new guide highlights how the Code currently applies to sponsorship activity, and importantly, the new guidance for sponsorship agreements will assist the industry to proactively ensure that their decision to engage in an agreement with a particular individual, group or event is socially responsible.

鈥淭his valuable new resource will assist the industry in maintaining socially responsible marketing practices. We encourage alcohol marketers to share this resource with their sponsorship and marketing teams and incorporate it into their internal policies.

鈥淭he guide is a useful addition to ABAC鈥檚 existing range of compliance training resources, which are freely available on the ABAC website, and the ABAC pre-vetting service for checking ads before going to market.

鈥淲ith the final quarter of 2024 attracting an increase in complaints, determinations and Code breaches, it is timely for alcohol marketers to revisit these resources and ensure that their staff and agencies complete the free online training course available on the ABAC website.鈥�

In its latest quarterly report ABAC said social media posts and website images showing or directly implying alcohol consumption before or while swimming in a pool or engaging in water-based activities were the most common reason for a Code breach.

The Scheme added: 鈥淥ther concerns that resulted in breaches of Code standards highlight for marketers where care is needed when developing marketing included:

ABAC continues to offer its free pre-vetting service for alcohol marketers and encourages brands across Australia to have the advertising checked before going live.

Information about the Code and the services available to alcohol marketers is available on the

Article by Andy Young, The Shout.