Promoting Responsible Drinking Messaging

The responsible marketing of alcohol involves emphasizing messages consistent with low risk drinking guidelines rather than encouraging consumption for social or personal enhancement.

Advertising must demonstrate responsible consumption patterns and avoid portraying alcohol as a shortcut to attractiveness, success, or fun. It should not depict rapid or heavy drinking, drinking games, or any consumption likely to result in harm.

ANZA supports adherence to the ASA Code, which mandates that adverts align with health advice on alcohol consumption and avoid glamorizing excessive use or irresponsible behaviour.

Such messaging can support public health efforts to reduce harmful drinking patterns by framing alcohol use as a moderate and conscious choice. Promoting low-risk drinking through advertising helps normalize a responsible drinking culture aligned with societal wellbeing and reduces the risk of alcohol-related injuries or harms.