The ABAC Responsible Alcohol Marketing Code (the ABAC Code) sets content and placement standards for marketing in Australia. The ABAC Code applies to all marketing communications, including advertising that references or flows from an Alcohol or Alcohol Alternative sponsorship agreement. For example, brand advertising that references the sponsorship in any medium, branded merchandise, and brand advertising at the event (beyond solely logo and name) is covered by the ABAC Code. This ensures that alcohol and alcohol alternative advertising both relating to and at an event meets applicable ABAC Code standards.

The scheme has produced a Draft Best Practice for contracts that directly impact third parties that are not within the ABAC Code’s jurisdiction, such as sporting bodies, individual clubs or groups, media bodies or individual athletes and performers. Accordingly, the ABAC Code does not apply to a Sponsorship Agreement itself.

ABAC has developed this best practice guide in two parts:

Part 1 - to highlight the ABAC Code standards that apply to Alcohol and Alcohol Alternative marketing arising from a sponsorship arrangement; and

Part 2 - to assist companies to assess the suitability of a proposed sponsorship agreement and its implementation, in line with the objectives of the ABAC Scheme.

The Chief Executive has provided feedback to the code. If any member wishes to view the draft code, please advise directly.