ABAC has released its First Quarter 2026 Report, providing key insights on the regulation of alcohol marketing in Australia and highlighting trends, including guidance for industry.
Australia’s alcohol marketing regulatory system continued to operate effectively last quarter, with the ABAC Scheme’s independent Complaints Adjudication Panel issuing 28 determinations — and advertisers removing or discontinuing non-compliant content in every upheld case.
This pattern of voluntary compliance demonstrates that self-regulation, supported by clear standards and independent adjudication, delivers real outcomes for the community.
Independent research released this quarter by JWS Research confirmed that ABAC Code standards and Panel decisions supported community expectations — a finding that underscores the scheme’s effectiveness in meeting
community concern.
Key themes from this quarter’s determinations
The Panel’s determinations this quarter provide important guidance across three main areas.
On responsible consumption, social media posts were found to imply excessive or rapid alcohol
consumption — including through bottle-to-mouth imagery and product strength messaging.
On protection of minors, the Panel addressed packaging whose “smoothie” descriptors risked confusion
with non-alcoholic products, social media content with evident appeal to young people, and a failure
by some advertisers to apply available age-restriction settings on social platforms.
On water safety, three posts directly implying alcohol consumption while or before swimming were actioned.
Pre-vetting: focus on prevention
ABAC’s pre-vetting service assessed 731 marketing communications this quarter — with 83 rejected
before publication — highlighting the scheme’s preventive role.
Pre-vetting assists marketers to identify and resolve potential issues before content reaches consumers, reducing complaints and supporting a culture of compliance across the industry.
“These results reflect a regulatory system that is working. Advertisers are responding to findings constructively, community views are being heard, and the pre-vetting service is catching issues before they cause harm.
The determinations this quarter also provide clear, practical guidance that the whole industry can learn from.” — Hon Tony Smith, Independent Chair, ABAC Management Committee
Scheme developments
Bacardi-Martini joined ABAC as a direct signatory this quarter, broadening industry participation in the scheme.
The Digital Best Practice Guide was also updated to address emerging issues including generative AI in marketing, retail media networks, ethical content creation and consumer self exclusion.
The 2025 Annual Report on ABAC operations is now available at www.abac.org.au.
