First sporting code pledges to ban alcohol advertising

By Mariam Cheik-Hussein | 26 February 2019

Baseball Australia has become the first sporting code to partner with the End Alcohol Advertising in Sport (EAAS) campaign, pledging to ban all alcohol advertising.

In Australia, loopholes that allow alcohol brands to advertise during sporting events has come under heavy scrutiny.

Previously, sports greats such as ex-Rugby League player Steve Ella, former AFL coach Mick Malthouse and former cricketer John Inverarity have joined EAAS in its push to end alcohol advertising during sports.

As part of the pledge Baseball Australia no longer accepts alcohol advertising in its junior competitions and at the national representative level of the game, saying it has already turned away a sponsorship proposal with an overseas alcohol brand.

Baseball Australia CEO Cam Vale said its decision reflects community attitudes and hopes that its stand leads the way for other sporting codes.

“Our junior players and the kids and families who support baseball in Australia are the future of our code,” Vale said.

“They are tomorrow’s players, superstars and fans of our sport, and in partnering with End Alcohol Advertising in Sport, we aspire to create a healthier sporting environment for them all to thrive.”

The issue of alcohol advertising during sports has been a major issue with Diageo, Pernod Ricard, Carlsberg and other major alcohol brands partnering with tech giants in the UK to tackle the issues around alcohol advertising.

Alcohol advertising on social media has also been a concern as brands aren’t subjected to the same regulations as traditional media.

Last October the the Alcohol and Beverage Code (ABAC) adjudication panel ruled that XXXX Summer Bright Lager, Wilde Beer and Furphy all broke advertising rules on social media after a complaint was made by Cancer Council Victoria.

Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at

Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.

comments powered by Disqus