Greater scrutiny needed of alcohol companies’ use of brand extensions

Product

Summary of complaint

Outcome and summary of ABAC Panel comments

VB‐branded Volleys (ABAC determination No. 185/20)

Alcohol promotion via a shoe brand will expose children to the marketing and glorify alcohol use.

Upheld in part. The VB‐branded shoes are not merchandise primarily used by young people so the product itself does not breach the ABAC Code. However, one of the associated online promotions featuring a person skateboarding while wearing the VB‐branded shoes would have strong appeal to young people.

VB‐branded fragrance sold by the national chemist chain Chemist Warehouse (ABAC determination No. 124/20)

The VB‐branded fragrance was marketed as an appropriate gift for Father’s Day, appealing to children and young people. The promotion seen outside a chemist included an image of a child hugging a man next to the words “#1 for Father’s Day”. Children and young people visiting the chemist would be exposed to the VB brand.

Dismissed. The VB branding on the fragrance and the poster seen outside the chemist would not strongly appeal to young people, and there are no rules restricting the placement of alcohol ads in shopping centres.

Heineken 0.0 television ad (ABAC determination No. 99/20)

The ad promoted the product as alcohol‐free when it may not be completely alcohol‐free, and children may drink the product believing it is not alcoholic.

Dismissed. The ad shows adults in an adult situation, and would not have particular attractiveness to minors beyond the appeal it has for adults.

Bundaberg Rum‐branded Paul’s egg nog (ABAC determination No. 118/19)

Egg nog is a flavoured milk, which is a soft drink that appeals to young people. The placement of Bundaberg Rum’s brand on the egg nog could be seen by young people.

Dismissed. While flavoured milk such as chocolate milk might appeal to young people, egg nog is not considered a drink which would particularly appeal to young people. The packaging is mature and traditional and does not have features that would appeal to young people.

Bundaberg Rum‐branded Ice Break drink (ABAC determination No. 82/19)

The iced coffee promoted Bundaberg Rum and encouraged young people’s exposure to alcohol products and brands.

Dismissed. Iced coffee as a product does not strongly or evidently appeal to young people. The product label is mature and does not contain images likely to appeal to young people.

Heineken 0.0 bus stop ad (ABAC determination No. 67/19)

It was not clear from the ad that the product was alcohol‐free, and it suggested that people can drink Heineken beer before driving, conflicting with anti‐drink‐driving education.

Upheld. The overall impression created by the ad was positioning a Heineken product, which would be assumed to be a type of alcoholic beer, with the consumption of the product by a driver of a motor vehicle.

Jack Daniels‐branded barbeque sauce and barbeque tools sold at the department store Big W (ABAC determination No. 59/19)

Children would be exposed to the alcohol‐branded products being promoted in connection with Father’s Day.

Dismissed. The branded barbeque products do not feature any eye‐catching designs or themes that would appeal to children or young people.

Carlton Zero radio ad (ABAC determination No. 44/19)

The ad referred to a “beer you can drink anywhere” and provided examples of places where it is inappropriate or irresponsible to consume alcohol, and the ad was broadcast at 12 pm on a Sunday, when children and young people are likely to be listening to the radio.

Dismissed. A reasonable person would not take the ad as promoting the use of alcohol in unsafe circumstances. The timing of the broadcast was consistent with the requirements of the ABAC placement rules.

Carlton Zero television ad (ABAC determination No. 35/19)

Carlton Zero was marketed as a light lunch drink and could easily be misinterpreted as a soft drink.

Dismissed. The ABAC definition of “strong and evident appeal to minors” refers to “confusion with a soft drink” as part of an example of how the standard might be breached. The ad taken as a whole did not create a message which could be said to be appealing to minors.