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Alcohol Beverages Advertising Code
Australia’s Responsible Alcohol Marketing Scheme 2018 Second Quarter Report
OVERVIEW TheABACResponsibleAlcoholMarketingCode(theCode),nowinits20thyear,setsstandardsforresponsiblealcoholmarketinginAustraliaandregularlymeasuresitsdeterminationsexternallytoensureitisinlinewithcommunityexpectations.TheCoderegulatesboththecontentandplacementofalcoholmarketingacrossalladvertisingmediums.ThisquarterhasseenanunusuallyhighnumberofbreachesoftheABACCode.Tenbreachesinall,includingthreeofwhichthatwerenotreasonablyforeseeablebythealcoholmarketer.Afurtherthreebreachesinvolvedtheuseofimagesofpeopleunder25yearsofageonsocialmedia.TheABACstandardsrequiremodelsinalcoholadvertisementstobeatleast25andappeartobeadult.Thismeansthatalcoholcompaniesmusttakegreatercarewhenrecruitingtalent,includingengagingsocialmediainfluencerstochecktheirageandappearance.Itisalsoincumbentonadvertiserstoengageappropriateage-gatingcontrols.Itisimportanttonotethatnoneofthebreachesthisquarterrelatedtomarketingmaterialthatwaspre-vettedbyABAC.ThishighlightstheimportanceandeffectivenessoftheABACpre-vettingsystem,whichinvolvesABACcheckingmarketingmaterialforcompliancewithitsstandardspriortothematerialreachingthemarket.Usingthepre-vettingservicesignificantlyreducestheriskofbreachingtheABACstandards.ABACpre-vetterstakeanobjectiveexternallookatproposedmarketingmaterialandapplytheperspectiveofareasonablepersoninthecommunity.Companieswhodoavailthemselvesofthepre-vettingsystemtellushowvaluabletheyfinditinachievingABACcompliance.Thisquarterhasseenamarkedincreaseincomplaintsaboutpostsbysocialmediainfluencerspromotingalcoholproducts.Asaresult,ABACiscurrentlyreviewingandupdatingitsdigitalmediabestpracticerequirements. KEY STATISTICS 2nd QUARTER 2018 Complaints 24 NotraisingCodeissues* 11 Raisingaconsistentlydismissedissue 1 Determinations 11 Upheld** 3 UpheldasNoFaultBreach 2 Dismissed 3 OutsidescopeofABAC*** 1 Pending 2Pre-vets 414 Rejected 56*Complaintsthatdidnotresultinadeterminationraisedmattersdealtwithbyothercodes/legislationorbodiessuchasmisleadingconduct,breachofFoodStandardsCode,discrimination,offensivelanguage,animalcruelty,didn’tincludearesponsibledrinkingmessageordidnotraiseconcernsaboutaparticularadoranalcoholad.**Noneoftheuphelddecisionswererelevantlypre-vetted***Afacebookpageappearingtopromoteaproductwasnotcreatedormaintainedbythebrand(unauthorisedfanpage)
RECENT ALCOHOL MARKETING COMPLAINTS
BreachesofABACstandards5SeedsCider(complaintregardingcontentandplacement)
Complaint:TheInstagrampostsdepictwomenundertheageof25andthepostsarenotagerestricted.
ABAC standard: Alcohol marketing cannot include images of people under the age of 25 and digitalmarketingmustapplyavailableagerestrictioncontrols.
Decision:ThePanelfoundthattwoofthepostsmettheABACstandardsandtwowereinbreachofthecontentstandards:
• ThesocialmediainfluencerpostswerebyprivateaccountholdersandnotabletoagerestricttheirInstagram accounts or posts, so age restriction technologies are not available for their postspromotingtheproduct.Inadditionthefollowersofthetwoaccountswere83%and89%adult,soexceededthe75%adultthresholdandtheplacementrulesweremet.
• Theregramsofthesepostsonthe5SeedsCideraccountmettheplacementrulesasthecompanyappliedavailableagerestrictioncontrols.
• The‘mcdhannah’postsfeatureawomanaged25andsomeettheABACstandards,however,the‘itsbronde’posts featureawomanaged23yearsofage, soare inbreachof theABACcontentstandards.
Asaresult,the‘itsbronde’postontheprivatesocialmediaaccountandtheregramofthispostonthe5SeedsCideraccountwerebothremovedpriortotheadvertiserrespondingtothecomplaint.Further,thecompany has reiterated its guidelines to its social media moderators to ensure no similar breach isrepeated.
PremixKing(complaintregardingcontentandplacement)
Complaint: Advertisements on the retailer Facebook page focus on cheap alcohol, encourage excessconsumptionofalcoholandirresponsiblebehaviour,havestrongorevidentappealtoyoungpeopleandhavenoagerestrictioncontrolsinplace.
ABAC standards: Alcohol marketing cannot encourage excessive consumption or alcohol-relatedirresponsiblebehaviour,havestrongorevidentappealtounder18sorbedirectedatminorsbyfailingtoutiliseavailableagerestrictioncontrols.
Decision:ThePanelupheldthecomplaintonthebasisthat:
• Itseemsthecompanydidnotutiliseavailableagerestrictioncontrols.
• A post that refers to an alcohol product leading to a loss of dignity suggests excessive alcoholconsumptionandirresponsiblealcoholrelatedbehaviour.
• Apostwhich referencesuniversity students in the contextof ‘Oweek’which is theorientationperiodforfirstyearstudentsmightbetakenasbeingdirectedtoyoungerstudentsaproportionofwhichwouldbeaged17.
Noformalresponsehasbeenreceivedfromtheadvertiser.Thefirstpost(picturedbelow)wasvoluntarilywithdrawnandtheFacebookPagehasbeenagerestricted.However,thesecondpost(alsopicturedbelow)hasnotbeenwithdrawn.ThisunresolvedbreachwasreferredbyABACtotheVictorianCommissionforGamingandLiquorRegulationandiscurrentlybeinginvestigated.
SpiritBar&LoungeTraralgon(complaintregardingcontent)
Complaint: A Facebook post promoting a healthy cocktail rangeencourages excess consumption by suggesting customers can avoid ahangoverandadvertisesthealcoholdrinkashealthy.
ABAC standard: Alcohol marketing cannot encourage excessiveconsumptionofalcoholorsuggestthattheconsumptionofalcoholoffersatherapeuticbenefit.
Decision: The Panel found that the post was in breach of the ABACstandardsbyreferencingthe ‘newspiritbarhealthycocktail range’andstatingitwill‘keepyouhydratedallnight’andwill‘avoidthehangoverthenextday’which impliesexcessiveconsumptionof theproduct togetherwithatherapeuticbenefitfromconsumingtheproduct.
Theadvertiserremovedthepostuponnotificationofthecomplaint.
Charlie’sLiquorBarn(complaintregardingcontent)
Complaint: A series of Facebook posts depicting people aged under 25 and promoting excessiveconsumptionoralcoholasacauseofchangeinmood.
ABACstandard:Alcoholmarketingcannotencourageexcessiveconsumptionofalcohol,depictpeopleagedunder 25 years or suggest that the consumption or presence of alcohol is a cause or contributor of asignificantchangeinmood.
Decision:ThePanelfoundthatpostswereinbreachoftheABACstandardsbyincludingpeopleagedunder25years,encouragingexcessconsumptionand implyingalcoholconsumptioncould leadtoasignificantchangeinmood.
Theadvertiserremovedthepostsuponnotificationofthecomplaint.Theadvertiserhasalsofollowedupwithi98FMradiotoensuretheABACstandardsarefollowedwhenpromotingthecompany’sbusiness.
AlbyBeer(complaintregardingcontentandplacement)
Complaint:Anon-agerestrictedFacebookpostdepictingamaleagedunder25skateboardingthatwouldhavestrongappealtominors.
ABACstandard:Alcoholmarketingcannothavestrongorevidentappealtominors,cannotdepictpeopleagedunder25yearsandmustapplyavailableagerestrictions.
Decision:ThePanelfoundthepostinbreachoftheABACstandardsby:
• includingaprominentimageofamaleagedunder25yearsandpossiblyunder18years• depicting a youngmale skateboarding as the central character in the post is likely to strongly
resonatewithmalesundertheageof18• failingtoagerestricttheFacebookpagewhereitispossibletoapplyagerestrictioncontrols
TheadvertiserremovedthepostandagerestrictedtheFacebookpageimmediatelyafterbeingnotifiedofthecomplaint.
MyBottleshop(complaintregardingcontent)
Complaint:Anemailmarketingcommunicationthatencouragedexcessiveconsumption.
ABAC standard: Alcohol marketing cannotencourage excessive consumption or misuse ofalcohol.
Decision:ThePanelfoundthemarketinginbreachoftheABACstandardsby:
• referring to theproduct as a “MegaCan”and a “massive 500ml hit” encouragingexcessiveconsumption
• includingastatementthattheproductinamega can is “perfect for long drives” isencouragingalcoholconsumptionwhileincontrolofamotorvehicle
The advertiser removed the advertising uponnotificationofthecomplaint.ThebrandownerofJackDanielswasunawareoftheadvertisinganddidnotapproveit.
Ri-beer-naBerlinerWeisse(complaintregardingcontent)
Complaint:Packaging thatappeals tochildrenandcreatesconfusionwith thewellknownnon-alcoholicblackcurrantdrink.
ABACstandard:Alcoholpackagingcannothavestrongorevidentappealtounder18sorcreateconfusionwithasoftdrink.
Decision:ThePanelfoundthemarketinginbreachoftheABACstandardsas:
• theproductnameisclearlyaparodyofthewellknownblackcurrantbasedsoftdrink,Ribena• Ribenawouldgenerallyberegardedbyareasonablepersonasadrinkprimarilytargetingchildren• the product packaging resembles Ribena in the use of purple colouring and depictions of
blackcurrantsand theuseofa font style for thenamewhich is identicalorvery similar to thatemployedforRibenaproducts
• whilethereasonablepersonwouldlikelyunderstandtheproducttobeatongueincheekplayontheRibenanametheproductpackagingdoescreateapotentialconfusionwiththechildren’sdrinkRibena
• takenasawholethesimilarityinthepackaging’sdesign,colouringandtheuseofthefontforthenamewouldbetakenashavingastrongorevidentappealtominors
Theadvertiserhasceasedproductionofthepackaging.
NoFaultBreachesSomersbyCider(complaintregardingplacement)
Complaint:ASomersbyCideradvertisementappearingina13-year-oldboy’sInstagramfeed.
ABACstandard:Availableagerestrictioncontrolsmustbeutilisedbyalcoholmarketers.
Decision:ThePanelnotedthatthecompanyadvisedthatitdidapplytheavailableInstagramagerestrictioncontrols.Thecomplainantdidnotrespondtoarequestfortherelevantuserprofiledetailswhichwouldhaveenabledtheerrortobeinvestigated.ThePanelwas,therefore,notabletomakeafindingastowhathad occurred and assumed the child’s account was setup correctly and that the company acted withreasonablediligencetofollowtheABACrequirements.WheninvestigatingthecomplaintwithInstagram,theadvertiserdiscoveredthatasmallpercentageofitsbrandpage’sfollowers(2%)couldbeunder18and,therefore,thePanelupheldthecomplaintbutmadea‘nofaultbreach’finding.
TheAdvertisersuspendeditsInstagramaccountondiscoveringtheerrorswhilefurtherinvestigationswereongoing.SincethiserroroccurredABAChasbeencommunicatingdirectwithInstagraminrelationtothisandanearliererror. Instagramhasadvisedthat it is implementingaplatform-widechangeso thatonlyaccounts that have been explicitly connected to an age verified Facebook account will be able to seesensitivematerial,includingalcoholadvertisements,toavoidthesetypesoferrors.
CoopersSessionAle(complaintregardingcontentandplacement)
Complaint:ACoopersSessionAleadvertisementappearingnearPerthModernSchool.
ABACstandard:Alcoholmarketingcannot:
• stronglyorevidentlyappealtominors.
• be placed within 150m sight line of a school(exceptionforalcoholretailsites).
Decision:ThePanelfoundthattheplacementrulehadbeenbreachednoting:
• 150msightlinecannotbesubjecttovariablefactorssuch as the density of the foliage as this woulddependonwhetherithadbeentrimmedrecentlyorwas overgrown and the guideline needs to beunderstood in a way that provides continuity andcertainty
• inanyeventthebillboardisvisibleandwithin150msight line of several locations within the schoolgroundsandfromthefootpathoutsidetheschool
• theretailoutletexceptiondoesnotapplyinthiscaseaswhilethebillboardislocatedontheMurrayHotel,itisownedbyAPNOutdoorandisnotpromotingthehotelnorlinkedtotheavailabilityoftheproductatthehotel
• anofaultfindingwasfoundinrelationtothisbreachasthisisthefirsttimethePanelhasmadearulingontheintentandmeaningofthequalificationtothe150mrule,notingthepositiontakenbythe company and outdoor media provider that the site fell within the qualification was notunreasonablegiventherehadbeennopreviousrulingonthispoint
ThePanelfoundthattheadvertisementdidnothavestrongorevidentappealtominorsnoting:
• theproduct ispresentedinastandardbeercanandtheCoopersbrandnameisreasonablywellrecognisedasabeerproduct
• theplayontheword‘TropicAle’emphasizesthattheproductisabeer• theuseofHawaiianstylefruitandimagesiscolourful,butintheoverallcontextisnotconsidered
ashavingstrongorevidentappealtominors
TheAdvertiserremovedtheadvertisementfromthatsitependingadecisionbeingmadebythePanelandhasadviseditwillnolongerusethatsiteforitsadvertising.
CarltonDraught(complaintregardingplacement)
Complaint:Apromo for ‘TheFrontBar’which isaprogramthat includesproductplacementofCarltonDraughtwasbroadcastduringafamilyprogram.
ABACstandard:Alcoholmarketingcannot:
• beplacedinconsistentlywiththeCommercialTelevisionIndustryCodeofPractice(CTICP)
• beplacedwheretheaudienceisreasonablyexpectedtocomprise>25%minors
• beplacedwithaprogramprimarilyaimedatminors
Decision:ThePanelfoundthatthefirstplacementrulehadbeenbreachednoting:
• ThetelevisionstationandmarketerbelievetheCTICPdoesnotcaptureproductplacementandthisisthereasontheadvertisementwasplacedoutsidetheusualtimezonesthatapplytoalcohol
• ThePanel’sobligationistoapplytheABACconsistentlywithitspolicypurposeandthespiritandintentof itsprovisions. PlacementRule1 istobeunderstoodasrequiringallalcoholmarketingcommunicationstomeettheplacementandlocationrestrictionsasdetailedintherelevantmediacodessuchastheCTICP.Thefactthatothercodesadoptdifferentdefinitionsastowhatisincludedinthescopeofalcoholmarketingforthepurposesofthoseparticularcodescannotbetakentowater down the meaning of a marketing communication for ABAC purposes. That is, ABACincorporates the requirements pertaining to placement and location found in other codes andappliesthosetoABACmarketingcommunications.
• ThePanelacceptsthatthecompanyhadnoinputintothepromo,butnotesithasarighttoprotectitsbrandandcanexerciseareasonablemeasureofcontrolovertheportrayalofitsbrandinthepromo.
• As theaudiencewas97.5%adultand theprogram(Home&Away)hasbroadappealbut isnotprimarilyaimedatminorsnootherplacementruleswerebreached.
MarketingConsistentwithABACStandardsXXXX(complaintregardingcontentandplacement)
Complaints:A‘crowdcatch’promotionappealstominorsasitfeatureslovedcricketicon,AdamGilchrist,andencouragesanactivityanyonecanbeapartof,namelycatchingaballatacricketgame.Further,thepromotionimpliesalcoholislinkedtotheachievementofsuccessthroughthewearingofaXXXXcapandmakingthecrowdcatch. Secondly,electronichoardingadvertisingaroundtheboundaryofthestadiumthat includesXXXXGold logosnext toeitherthetext“Australia’s#1Beer”ornext toan imageofaballhittingawicket,displayedwhenawicketwastakenduringthegameonthebasis it isvisible toa largenumberofminors.
ABACstandards:Alcoholmarketingcannot:
• stronglyorevidentlyappealtominors.
• show the consumptionorpresenceof analcoholbeverageas a causeofor contributing to theachievementofsuccess.
• beplacedwithin150mofdirectsightlineofaschool.
• beplacedwhereanaudienceisexpectedtobe>25%minors.
• beplacedwithprogramsorcontentprimarilyaimedatminors.
Decision:ThePanelheldthattheadvertisingdidnotbreachABACrules.Theinteriorofthesportsstadiumisnotwithin150mofaschoolandavailableaudiencedemographicdatademonstratedthattheeventhadalikelyaudienceofinexcessof75%adults,therefore,meetingtheABACplacementrules.The‘crowdcatch’promotionmetthecontentstandardsas:
• whileAdamGilchrist isa respected figure,hisappealwouldbestrongerwithanolderaudiencegivenhelastplayedinternationalcricketin2008.
• Thevideoexplainstheactivityanddoesnotcontainelementslikelytostronglyappealtochildrenoradolescents.
• The activity requires the wearing of a cap, which apart from having some limitation on beingaccessibletounder18yearolds,isnotconsideredtobeofacolourordesigntohaveparticularlystrongappealtominors.
• Whiletheproductnameandbrandisassociatedwiththeactivityandtheprospectthatapersoncatchingaballstruckintothecrowdcouldwin$10,000,thesuccessderivesfromtheskillofcatchingtheballandnotfromtheconsumptionorpresenceofalcohol.Itisnotimpliedthatalcoholwillleadtosuccessincatchingtheball.
.
Smirnoff(complaintregardingcontentandplacement)
Complaint: Advertisementon a bus shelterwill be seenby teenagers and childrenwho regularly catchbuses.Further,theproductispositionedasanaturaldrink,inferringit’sgoodforyouandcouldbemistakenforasodadrink,targetingyoungornewtoalcoholdrinkers.
ABACstandard:Fixedalcoholmarketingcannotbeplacedwithin150metressightlineofaschool.Alcoholmarketingcannothavestrongorevidentappealtominorsorsuggesttheconsumptionoftheproductoffersanytherapeutic(health)benefit.
Decision:ThePanelheldthattheadvertisementsdidnotbreachPart3(b)(iv)ofABACPlacementrulesasthe advertisement was consistent with theOutdoor Media Association alcoholguidelines and was not located within 150metres sight lineofaprimaryor secondaryschool.Inanearlierdeterminationaboutthisadvertisement the Panel found the admettheABACcontentstandardsasitisportrayedas an alcohol beverage, it does not haveelements that create a strong or evidentappeal to under 18 year olds and thereferencetotheproductcontentsdonotgoto its impact. It is unlikely a person wouldconcludetheproductwouldbeofbenefitintermsofphysicalormentalwellbeing.
Smirnoff(complaintregardingcontent)
Complaint:AtelevisionadpromotingSmirnoffwiththecaption“noservingsuggestions”impliesthereisnosuggestedrateofalcoholconsumption.
ABAC standard: Alcohol marketing cannotencourage excessive consumption orconsumption inconsistent with AustralianAlcoholGuidelines.
Decision: The complainant misinterpreted theadvertisement, which showed a series of veryelaborate cocktails with the caption “noridiculous serving suggestions” superimposed.The Panel found that excess consumption wasnotbeingpromotedandtheadvertisementwasendeavouring to contrast the relative simplicityof theproductwhich isavodkapremixdrinkwith thesomewhat fancifulandhighlycontrivedcocktailsshown.
GreatNorthern(complaintregardingplacement)
Complaint:AtelevisionadforGreatNorthernviewedduringafamilyfriendlyprogram(SydneyWeekender).
ABACstandard:Alcoholmarketingontelevisionmustonlybeplaced:
• consistentlywiththeCommercialTelevisionIndustryCodeofPractice(CTICP)• wheretheaudienceisreasonablyexpectedtocompriseatleast75%adults• notwithprogramsorcontentprimarilyaimedatminors
Decision:Thecomplainantwasmistakenastotheprogramwithwhichtheadappeared. ThetelevisionnetworkcheckedandconfirmedthattheaddidnotappearwiththeprogramclaimedanditispossiblethatthecomplainantsawtheadatanothertimeoronanotherchannelconsistentlywiththeCTICP.
IronJack(complaintregardingcontent)
Complaint:AtelevisionadforIronJackwheremenarefishingwithoutlifejacketsandtheadpromotesasenseofrecklessbehaviourandignoringlegalobligations.
ABAC standard: Alcoholmarketing cannot encourage irresponsible alcohol-related behaviour or showconsumptionofalcoholpriortoactivitiesthatrequireahighdegreeofalertnessorphysicalco-ordination.
Decision:ThePanelfoundthatthefailuretoshowthemenwearinglifejacketswasconsistentwithlegalrequirementsduringthekindofconditionsshownduringtheadvertisement.Further,thattheABACsafetyprovisionwasnotbreachedasthesceneshowingalcoholuseisclearlyplacedattheconclusionoftheday-afterfishinghadbeencompleted.Thereisnosuggestionthemenconsumedalcoholbeforeorduringtheiruseoftheboat.
WildTurkey(complaintregardingcontentandplacement)
Complaint:AtelevisionadforWildTurkeywhereanactorisshownwalkingdownalivelystreetandthensittingwatersidewiththemusicianDavie.Theconcernbeingthattheadwasshownat6.38pmonFoxtelwithNCISandthattheadshowsalcoholascontributingtosuccess.
ABACstandard: Alcoholmarketingcannotshowalcoholasacauseorcontributor topersonalorsocialsuccessandwhenbroadcastonFoxtelmayonlybeplaced:
• consistentlywiththeAustralianSubscriptionTelevisionCodeofPractice(ASTRA)• wheretheaudienceisreasonablyexpectedtocompriseatleast75%adults• notwithprogramsorcontentprimarilyaimedatminors
Decision:ThePanelfoundthat:• ASTRAdoesnotprescribe time zone restrictions for alcohol advertisingbuthas amoregeneral
guidelinethatrequirestheintellectualandemotionalmaturityoftheintendedaudiencetobetakenintoaccountwhenschedulingalcoholadvertisements
• Thelikelyaudienceoftheadwasinexcessof90%adults• ThethemesandsubjectmatterofNCIScouldnotberegardedasprimarilydirectedatminors• Theadisattractiveandappealingbutdoesnotattributethistotheproductasacausebutrather
theadaimstoassociatetheproductwithanalreadyestablishedattractivescenario
MarketingoutsideABACScopeLittleFatLamb(complaintregardingcontent)
Complaint:TwoFacebookpagesaboutLittleFatLambAppleCiderbreachmostABACprovisions.
Decision:ThePanelfoundthatthepageswerefanappreciationpagesandoutsidethereasonablecontroloftheowners,producersanddistributorsofLittleFatLambproducts.
TheABACComplaintsPanelisheadedbyChiefAdjudicatorProfessorTheHonMichaelLavarchAO.FormoreinformationonABAC,visit:http://www.abac.org.au.