The ABAC Responsible Alcohol Marketing Code sets high standards for alcohol marketing including digital marketing and social media. Prosperitas Wines has adopted the ABAC’s Best Practices for Responsible Digital Alcohol Marketing and its House Rules for user generated content:
House Rules for User Generated Content
All content on our website, including content posted by users of the site, must comply with the ABAC Responsible Alcohol Marketing Code to ensure all our marketing communications are socially responsible. Accordingly, all content posted by users of this site must comply with the following rules:
- It must not encourage the excessive or rapid consumption of an alcohol beverage, misuse or abuse of an alcohol beverage or consumption inconsistent with the Australian Alcohol Guidelines
- It must not encourage irresponsible or offensive behaviour that is related to the consumption or presence of an alcohol beverage
- It must not challenge or dare people to consume an alcohol beverage
- It must not encourage the choice of a particular alcohol beverage by emphasising its alcohol strength or intoxicating effect
- It must not have strong or evident appeal to minors
- It must not show minors unless they are shown incidentally in a natural situation where there is no implication they will consume or serve alcohol
- It must not suggest that the consumption or presence of alcohol beverages can change a mood or environment;
- It must not show the consumption or presence of alcohol beverages as leading to personal, business, social, sporting, sexual or other success;
- It must not imply or suggest that an alcohol beverage shown as part of a celebration was a cause of the success or achievement;
- It must not suggest that the consumption of alcohol beverages offers any therapeutic benefit or is a necessary aid to relaxation;
- It must not show the consumption of alcohol beverages before or during any activity that for safety reasons requires you to be alert or physically co-ordinated, such as the control of a motor vehicle, boat or machinery or swimming.