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;
  • No direct marketing or advertising of sugar-sweetened drinks towards children under 15 years of age 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.

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