Marketing & Advertising

Members of the Australian Beverages Council have committed to ensuring that marketing and advertising communications are conducted responsibly, and promote the responsible consumption of all non-alcoholic beverages as part of a balanced diet and in support of the Australian Dietary Guidelines.

In addition, Members commit to complying with the marketing and advertising Codes set out by the Australian Association of National Advertisers (AANA), as well as meeting the obligations of the Australian Consumer and Competition Commission (ACCC) and the Australia New Zealand Food Standards Code.

ABCL Members have committed to the following:

  • All marketing and advertising communications will be accurate, truthful and not misrepresent any health benefits;
  • Only market or advertise sugar-sweetened non-alcoholic beverages in moderation, in a range of smaller portion sizes, as part of a balanced diet and in support of the Australian Dietary Guidelines;
  • Reflect responsible consumption of beverages, illustrating appropriate portion sizes for the beverage consumption occasion;
  • Accurately represent products in marketing and advertising, including taste, size, nutrition, ingredients and health claims;
  • Not direct market or advertising of sugar-sweetened drinks at children aged under 14 or to primary schools, including not advertising sugar-sweetened drinks during children’s television programming;
  • Provide beverages in accordance with school canteen guidelines;
  • Encourage the consumption of bottled water, juice with no added sugar and flavoured milk for children and adolescents, where relevant.

These commitments apply to any medium including cinema, internet, social media, outdoor media, print, radio, television, telecommunications, or other direct to consumer media, including new and emerging technologies, without limitation. These commitments apply to direct communications as well as indirect representations paid for by Member companies, such as through the use of influencers and brand ambassadors.

Review

It is the policy of all Members of the ABCL to review policies related to marketing and advertising on an annual basis.

Initiatives, Advocacy & Information

The Australian Beverages Council has been the leading peak body representing the non-alcoholic beverage industry…

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Sugar Reduction Pledge

In June 2018, the Australian Beverages Council announced a pledge that will see the non-alcoholic…

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Container Deposit Schemes

The Australian Beverages Council is heavily involved in the development and implementation of Container Deposit…

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Australian Capital Territory

The ACT Container Deposit Scheme (ACT CDS) encourages ACT residents to reduce litter and the…

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New South Wales

The NSW Container Deposit Scheme, Return and Earn, began rolling out across NSW on 1…

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Northern Territory

The Northern Territory has had a Container Deposit Scheme in place for a number of…

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Queensland

Queensland’s Container Refund Scheme commenced on 1 November 2018, with more than 230 container refund…

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South Australia

South Australia's Container Deposit Scheme was introduced in 1977 and has been effective in reducing…

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Tasmania

Tasmania has not yet introduced a Container Deposit Scheme, although studies have been carried out…

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Victoria

Victoria has not yet introduced a Container Deposit Scheme, although it continues to be debated…

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Western Australia

Western Australia is introducing a Container Deposit Scheme to commence in early 2020. [mapblock] The…

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Marketing & Advertising

Members of the Australian Beverages Council have committed to ensuring that marketing and advertising communications…

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Environmental Responsibility

The Australian Beverages Council supports the sustainability initiatives of all our Members and we work…

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Energy Drinks Commitments

The Australian Beverages Council and Members involved in the manufacture or distribution of energy drinks…

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Sports Drinks and Physical Activity

Electrolyte drinks are regulated by the Food Standards Code. Beverages which are marketed as electrolyte…

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Health Star Rating

The Australian Beverages Council fully supports the Health Star Rating (HSR) system and has been…

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Energy Balance

As an industry that produces a range of non-alcoholic beverages to suit a range of…

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Sugars Labelling

The Australian Beverages Council supports greater understanding of what constitutes a balanced diet in support…

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Dental Health

Good dental hygiene is important for all Australians. Brushing regularly, using fluoride toothpaste and flossing…

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Australian Dietary Guidelines

The Australian Dietary Guidelines (ADGs) provide advice about the amount and kinds of foods that…

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Ingredients

From time-to-time, the Australian Beverages Council will post information here about specific ingredients of interest…

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Labeling Guidance

Nutrition Information Panel (NIP) Australian food regulations require all packaged foods to show a NIP…

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Emerging Issues

The Australian Beverages Council monitors and responds to emerging issues on behalf of its Members.…

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