More Australians have complained about inappropriate advertising by liquor markets during the third year.
In its latest report, the alcohol marketing regulator, the Alcohol Beverages Advertising Code (ABAC) says it received about 30 complaints between July and September, compared with 21 during the preceding quarter.
The agency pre-vetted 954 advertisements or promotions, of which it rejected 180.
ABAC noted its concern over the use of “nostalgic imagery” by food-delivery company Milkrun which in an Instagram post on July 31 used pictures from the Little Miss franchise – a children’s book – to promote the sale of alcohol.
A complainant found that the marketing appealed to minors. Milkrun removed the post but not before a member of the public lodged a complaint with ABAC noting it appealed to minors. ABAC said the post did not comply with the liquor advertising code or Milkrun’s own standards for the responsible content of alcohol marketing.
Milkrun told ABAC that it did not intend for the Instagram advertisement to appeal to minors or encourage excessive consumption of alcohol, “however, we concede that it can be viewed as breaching the code”.
Harry Jenkins, ABAC’s chair, said some companies like to include nostalgic imagery because it reminds adults of their youth.
“However, if the appeal of a nostalgic reference or imagery is enduring in its popularity for the current generation of minors is likely to breach code standards.”
Jenkins added the ABAC Adjudication Panel in this quarter highlighted some important areas where “care is needed” when developing alcohol marketing.
“ABAC does not envisage a marketing communication that is inconsistent with the code standard will be allowed if the marketing communication serves some other worthwhile purpose.”
