ABAC has now commissioned JWS Research to undertake proactive monitoring of ABAC signatory and non-signatory compliance with ABAC Responsible Alcohol Marketing Code Placement Rule 2. ABAC Code Placement Rule 2 provides that an alcohol marketer must utilise available age restriction controls to exclude minors from viewing its marketing communications.
JWS Research will randomly select 300 alcohol producer, distributor or retailer brands and for each of the selected brands will audit whether available age restriction controls have been applied to the brand’s accounts on Facebook, Instagram and YouTube. If a brand account is identified as not having in place available age restriction controls, JWS Research will contact the brand owner to identify whether the brand account is generated by, for or within the reasonable control of an Australian alcohol marketer in relation to a product sold in Australia.
The ABAC website includes a checklist that has links on how to activate available age restriction controls on brand accounts on Facebook, Instagram and YouTube (refer item 1 here).
We ask that all companies now audit their brand’s Facebook and Instagram account and Youtube channel and video settings for compliance as this is an opportunity to objectively demonstrate industry responsibility through high compliance levels.
Please note that YouTube automatically sets up a channel for companies that upload content. The process to whitelist and restrict that channel to 18+ is explained via this link in the ABAC checklist.
