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ABAC releases digital marketing guide for Australian alcohol beverages marketers

The Management Committee of the Alcohol Beverages Advertising Code (ABAC) has published a new guide for advertisers on how to best manage the placement of alcohol advertising through digital marketing.

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The guide, titled “Best Practice for the Responsible Marketing of Alcohol Beverages in Digital Marketing” aims to assist alcohol advertisers and agencies in maintaining high standards of social responsibility, particularly relating to age-affirmation and moderation of user generated content.

ABAC said digital marketing and social media is evolving rapidly and the best practice advice will therefore be reviewed on a regular basis and updated where necessary.

Digital Marketing means advertising through digital platforms including social media, applications, Blogs, Brand Websites, Instant Messaging, Livecasting, Microblogs, Mobile Communications and Messaging, Online/banner advertising, Online gaming, Photo sharing, Pinterest, Podcasts, Proximity marketing, QR Codes, Relationship marketing, RSS Feeds, Search engine marketing and optimisation, social networking, social news sites, user generated content, video sharing, and Wikis.


Diageo Australia head of corporate relations Ailish Hanley said: “Diageo Australia welcomes the release of the Alcohol Beverages Advertising Code’s (ABAC) best practice guidelines which provide a common and consistent set of standards for the whole of industry in the rapidly evolving field of digital marketing.”

“The guidelines are closely aligned with Diageo’s own Digital Code of Practice which sets out ten core principles covering age affirmation, transparency, consumer privacy and user-generated content.”

Via: The Shout.com

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