ABAC releases digital marketing guide

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.

The guide, available to download here, 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.

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."

Source: The Shout, 18 November 2013