The Australian Association of National Advertisers (AANA) has slammed the inaugural report released by the recently formed Alcohol Advertising Review Board (AARB) for trying to "tear down the self-regulatory system".
The AARB's first report, released today, contains the first three months of determinations made by the newly-created body.
Of 63 complaints received about 53 alcohol ads, the AARB panel considered 44 of them, upholding 25 complaints in full and 17 in part. Only two of the 44 complaints decided upon were dismissed.
“We have no power to force the advertisements to be withdrawn, but we appeal to the companies to take seriously the concerns raised in the determinations of independent panels and change their promotional practices,” AARB chair Professor Fiona Stanley said.
AANA chief executive Scott McClellan said in a statement: “This report has zero credibility or standing. The authors set themselves up as judge, jury and executioner.”
McClellan said the AARB “wants to tear down the self-regulatory advertising system” in Australia, and accused AARB members of generating anonymous complaints via “their own networks” which were then adjudicated upon without “community consultation”.
“Furthermore, they created the false impression that the AARB provided the public with an alternative complaints resolution mechanism when in fact it could not,” said McClellan.
However AARB spokesperson Professor Mike Daube told AdNews he thought the AANA reactions was “very sad”.
“The AANA did not express a word of concern about the problems caused by alcohol or the advertising clearly targeting young people,” said Daube. “What a shame the AANA missed the opportunity to say let's work together to improve these problems. It's very disappointing.”
Daube said the report “speaks for itself”.
“We've made it clear the AARB's intent is not to get rid of alcohol advertising,” Daube said. “It's about a more responsible approach to alcohol advertising and regulation.
“We need to change our drinking culture and the culture of alcohol advertising in this country. It's really distressing there doesn't seem to be any sense of concern in regard to the binge drinking culture among some of our young people or about the sponsorship deals alcohol companies have with our athletes.”
Stanley said in a statement: “This shows a deeply disturbing range of alcohol advertising and promotion that simply should not be permitted.
“It is time to name and shame the companies that advertise alcohol irresponsibly and particularly to challenge them to promote their products in ways that do not appeal to young people.”
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