The Alcohol Beverages Advertising Code (ABAC) has launched a new Best Practice Guide for Responsible Digital Marketing. This follows the revision and strengthening of the ABAC Code in April this year.

The guide provides a comprehensive overview of the application of ABAC Code standards to digital marketing. It delves into best practices for responsible digital marketing implementation and management, covering a broad range of digital media platforms that the ABAC Panel has examined over the years, including Spotify, Shazam, Instagram and Youtube.

The new guide provides best-practice recommendations to further reduce the risk of ads reaching minors. These include responsible use of exclusion and inclusion programmatic targeting tools, responsible ad placement on digital commercial television stations via connected TV, and a resource on how users can access self-exclusion options to exclude alcohol ads from appearing on their viewing platforms.

In addition, the guide covers reposting and moderating user-generated content and working with influencers.

"Digital media is complex and rapidly evolving. Importantly the Guide assists industry to keep pace with these changes and understand all of the options available to them to make socially responsible choices in the management of their digital marketing," ABAC Chair, Hon Tony Smith, stated.

ABAC said it welcomed the recent advancement in self-exclusion options, most notably by SBS On Demand.

“Providing consumers with choice over the ads they see is a positive initiative for the whole community,” Smith said.

The ABAC Code has applied content standards to digital forms of alcohol marketing since 2004 and to the placement of digital alcohol marketing since 2017. It mandates the use of age restrictions to prevent minors from receiving alcohol ads. The organisation has committed to reviewing this guide on a regular basis to keep it up to date with the latest developments and options.

The new Best Practice Guide for Responsible Digital Marketing is now available online.