Right: an advertisement published by an anti-alcohol-sponsorship campaign initiated, in this case, by a private citizen.
 Found a word you're not familiar with? Double-click that word to bring up a dictionary reference to it. The dictionary page includes an audio sound file with which to actually hear the word said. |
Background information
(In 2009, the Australian Government's Preventative Health Taskforce released its 'Technical Report 3: Preventing alcohol-related harm in Australia: a window of opportunity, including addendum for October 2008 to June 2009'.
The following information has been abbreviated from this technical report.
It can be accessed in full at http://www.health.gov.au/internet/preventativehealth/publishing.nsf/Content/tech-alcohol
The particular section from which the information has been drawn can be accessed at http://www.health.gov.au/internet/preventativehealth/publishing.nsf/Content/tech-alcohol-toc~tech-alcohol-4~tech-alcohol-4.7)
Extent of alcohol advertising in Australia
Total alcohol advertising expenditure in Australia in 2007 was reported to be $128 million. However, this figure is highly conservative, given that it relates to the advertising of products rather than of alcohol outlets, for which alcohol advertising expenditure is now very significant. Nor does it include sponsorship, 'below the line' advertising or internet advertising, the latter being a significant growth area in recent years.
In Australia, the main sectors in which alcohol adverting expenditure occurs, and through which the greatest exposure is achieved, are through commercial television advertising (38%) and outdoor advertising (32%). Globalised alcohol manufacturers (for example, Diageo; Pernod Ricard Pacific) are among the biggest spending advertisers in Australia. The amount spent on advertising by spirits and wine producers combined, now equals that of the traditionally dominant beer market in Australia, reflecting an increasingly competitive alcohol beverage market.
The effectiveness of alcohol advertising
The impact of advertising on individuals can be seen as having both immediate effects, such as influencing decision making with regard to brand preference, as well as longer term effects such as reinforcing pro-drinking messages. In this way, it is both the content and frequency of exposure to advertising that can have an impact on individuals' attitudes and behaviours.
The impact of alcohol advertising on young people is an area where there has been considerable research, but of somewhat poor quality, yielding conflicting results that range from positive associations between young people who have been exposed to and/or enjoy alcohol advertising and an increased risk of harmful consumption of alcohol, to negative associations or inconclusive results. Numerous studies have found a link between alcohol advertising and alcohol-related knowledge, beliefs and intentions of young people.
Regulation of alcohol advertising in Australia
Unlike tobacco advertising, which was banned in Australia in 1995, there are no alcohol advertising bans in Australia, although some restrictions, including advertising content controls, do apply.
In Australia, alcohol advertising is subject to a number of different laws and codes of practice. The Australian Association of National Advertisers Code of Ethics covers general advertising issues. Other applicable laws and codes include:
The Trade Practices Act
State and territory fair trading legislation
The Commercial Television Industry Code of Practice
The Commercial Radio Code of Practice
The Outdoor Advertising Code of Ethics.
The Commercial Television Industry Code of Practice states that advertisements can only be shown during M, MA or AV classification periods. However, on weekends and public holidays, alcohol advertisements can be shown as an accompaniment to the live broadcast of a sporting event. Alcohol advertising is covered in detail by the Alcohol Beverages Advertising Code (ABAC) Scheme. The main aims of the scheme are to ensure that alcohol advertising presents a responsible approach to drinking, and does not have appeal to children or adolescents. Among other rules in the code, the administration of the following is often questioned by community members: 'Advertisements for alcohol beverages must not depict the consumption or presence of alcohol beverages as a cause of or contributing to the achievement of personal, business, social, sporting, sexual or other success'.
Effectiveness of alcohol advertising self-regulation
As a self-regulatory scheme, the ABAC's effectiveness largely depends on the independence of its complaints body with the powers to sanction.
Recent research has revealed that less than three in 10 (28%) people surveyed reported an awareness of restrictions or regulations covering the advertising of alcohol, in terms of what can be said or shown.
It is estimated that only 3% of the total adult population are aware of the existing ABAC scheme and know what it relates to. Among the 30% of people who reported being concerned about any alcohol advertising, only 2% had made a formal complaint.
Some of the reasons why those who were concerned did not make a complaint included the belief that it would not achieve anything (30%), not having time (25%) and not knowing who/how/where to complain (15%).
The ABAC currently has no powers to sanction advertisers who breach the code rules.
Attempts to relax the Commercial Television Industry Code of Practice
In February, 2015, Free TV Australia (the body which self-regulates Australian commercial television) proposed a series of changes to the Commercial Television Industry Code of Practice.
One of these changes is to move the time at which the M classification time zone begins from the current 8.30pm to 7.30pm. A consequence of this change, if it is accepted, is that certain types of advertising, including the advertising of alcohol products could begin an hour earlier. Currently the advertising of what are deemed adult products are limited to adult viewing time slots.
If this time slot were to be brought forward an hour, this would place the advertising of these products within what has traditionally been seen as a child-suitable viewing period.
Another change is that alcohol advertising would be allowed during sports broadcasts on weekends (including Friday nights) or public holidays (currently alcohol advertising is only permitted during live sports broadcasts on Saturdays and Sundays and public holidays).
Currently such advertising is only allowed for live weekend telecasts.
Alcohol sponsorship of Australian sport
There are no regulations limiting alcohol manufacturers from sponsoring sporting clubs, associations or fixtures.
In 2012, Netball Australia and Football Federation Australia agreed to ban alcohol sponsorship within their codes in return for federal funding. The AFL, NRL and Cricket Australia did not take up the offer.