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Action On Alcohol Advertising
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​​The Action on Alcohol Advertising (AAA) project aims to reduce harmful alcohol advertising by notifying regulatory bodies of advertisements that encourage harmful behaviours. 

When a harmful advertisement is identified by our team: 
  1. a complaint is submitted to the relevant regulatory body 
  2. the regulatory body then notifies the business in question and assesses the advertisement against their relevant standards and regulations. 
  3. If the complaint is upheld, the business is aske​d to remove or modify their advertisement.  

​What is a harmful alcohol advertisement?

The AAA project targets:
  • products or advertisements that appeal to minors
  • advertisements that encourage drinking while participating in activities where mental alertness is required  
  • advertisements that encourage excessive drinking, not in line with National Alcohol Guidelinesalternate text 47

For ​more information on what is a harmful complaint, see​ ‘Who takes the complaints?’ 

Who takes the complaints?

There are two main regulatory bodies that assess alcohol advertising within NSW:  


​​Th​​​e ​Alcohol Beverage​ Advertising Code (ABAC) Scheme 

This is a voluntary, alcohol industry-led scheme that has set nationwide alcohol marketing standards. The organisation aims to ensure that marketing of alcohol beverages occur responsibly.
For more information visit: ABAC Responsible Alcohol Marketing Codealternate text 47 

​​​The NSW Liquor Promotion Guidelines

​​The NSW Liquor Promotion Guidelines outline the standards for advertising material published by NSW licensed venues.

This is enforced by Liquor & Gaming NSW under the Liquor Act 2007. The Liquor Act 2007 regulates and controls the sale and supply of alcohol and certain aspects of the use of premises on which alcohol is sold or supplied. This may include directive to remove advertisements in circulation, or penalties for non-compliance. 

For more information visit: NSW Liquor Promotion Guidelinesalternate text 47

Our achievements

  • ​Between 2021 and 2022, nineteen complaints were submitted to the ABAC Scheme proposing breach of the ABAC Alcohol Marketing Code.
  • In 2021, nine out of twelve (75%) complaints were upheld. In some cases the businesses made changes as soon as they became aware of the complaint regardless of the outcome. ​

​Have you seen an alcohol ad that you think is harmful?

Both regulatory bodies welcome complaints from the general public. 

  1. To report an advertisement that breaches the ABAC Code visit: www.adstandards.​ text 47
    (select 'alcohol' in the category​ ​of product or service being advertised)
  2. ​To report an advertisement that breaches the NSW Liquor Promotion Guidelines visit: text 48