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Regulation of alcohol marketing in Australia: A critical review of the Alcohol Beverages Advertising Code Scheme's new Placement Rules
Author(s) -
Pierce Hannah,
Stafford Julia,
Pettigrew Simone,
Kameron Caitlin,
Keric Danica,
Pratt Iain S.
Publication year - 2019
Publication title -
drug and alcohol review
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.018
H-Index - 74
eISSN - 1465-3362
pISSN - 0959-5236
DOI - 10.1111/dar.12872
Subject(s) - alcohol advertising , business , enforcement , scope (computer science) , transparency (behavior) , marketing , intervention (counseling) , advertising , government (linguistics) , legislation , public relations , medicine , environmental health , poison control , computer security , human factors and ergonomics , computer science , political science , law , nursing , linguistics , philosophy , programming language
and Aims Rules concerning the placement of alcohol advertisements (Placement Rules) were added to the industry‐managed Alcohol Beverages Advertising Code Scheme in November 2017. This study aimed to critically review the Placement Rules and evaluate their ability to effectively regulate the placement of alcohol marketing and provide safeguards for young people in Australia. Design and Methods An established framework for evaluating the design of an effective self‐regulatory system was applied to the substantive content of the Placement Rules and associated regulatory processes. Publicly available documents, including recent Alcohol Beverages Advertising Code Scheme determinations, informed the review. Results The objectives and key terms of the Placement Rules are inadequately defined and narrow in scope, resulting in the dismissal of almost all relevant complaints. Weaknesses identified in the regulatory processes include limited representation from external stakeholders in the development of the Placement Rules, a lack of transparency and independence in the Scheme's administration, and limited monitoring and enforcement options. Discussion and Conclusions The Placement Rules are unlikely to reduce young people's exposure to alcohol marketing and hence fail to meet public health objectives. This review adds to the body of literature that demonstrates that industry‐managed systems fail to effectively regulate alcohol marketing. Government intervention is needed if young people's wellbeing is to be prioritised.