Protecting Minors and Vulnerable Groups

One of the central tenets of responsible alcohol advertising is vigorous protection of minors and vulnerable populations. The Advertising Standards Authority’s (ASA) Code for Advertising and Promotion of Alcohol expressly requires that alcohol advertising be placed and timed to target adult audiences, avoiding any strong or evident appeal to minors.

This includes restricting advertising near schools, sports venues, youth-oriented events, and media channels predominantly consumed by underage viewers.

Advertising content must not associate alcohol consumption with peer pressure, social success for youth, or behaviours unsuitable for minors.

Preventing exposure of vulnerable groups to alcohol messaging helps reduce early initiation of drinking and associated harms.

ANZA supports restrictions and enforcement practices that uphold community standards and public health objectives, ensuring the commercial communication of alcohol products does not contribute to youth drinking or social harm.