The proposal has sparked renewed scrutiny over the regulation of alcohol marketing.
A proposal to extend ads for alcohol to daytime television is unlikely to see a flood of advertising spend, according to industry insiders.
The Australian Communications and Media Authority (ACMA) is reviewing a proposal to allow alcohol advertising on free-to-air television between 10 am and 3 pm, including weekends and school holidays.
The change, put forward by Free TV Australia, would add an estimated 800 hours of annual broadcast time for alcohol ads.
Media agencies say the commercial impact of such a change would be limited, with most alcohol advertisers unlikely to make significant use of daytime slots.
“Most brands won’t want to promote daytime drinking, especially during weekdays,” Enigma chief media officer Justin Ladmore told AdNews.
“It’s not worth the reputational risk, even if the eyeballs are there.”
Ladmore said media strategy would remain largely unchanged.
“Prime-time is still the focus. Daytime viewing includes family audiences, and the risk of backlash is too high.”
Head of content/social/activations for Havas Play, Belinda Miller, said the change might prompt a reassessment of how free-to-air TV fits into broader media plans, but she expects any adjustments to be measured.
“We’d look at early evening and live sport, where adult audiences are more concentrated,” she said.
“It won’t replace digital but may support brand-building where mass visibility matters.”
Both agencies agreed that while television remains important for reach, digital continues to dominate in precision targeting and measurement.
“We don’t see a notable shift in spend from digital,” Ladmore said.
“Some testing, maybe, but not a major reallocation.”
Miller said a slight rebalancing was possible.
“TV could see an incremental lift, particularly where cultural relevance and live alignment are key,” she said.
On concerns around creative content during family viewing hours, agencies were divided in tone but aligned in caution.
“No amount of softening will make it okay,” Ladmore said.
“You’re asking brands to dial down key messages like celebration and sociability. Most won’t want to dilute their identity like that.”
Miller at Havas Play suggested brands could adapt if needed.
“There’s scope to focus on lifestyle and moderation. That allows for responsible messaging without losing relevance,” she said.
Both stressed the importance of ethical placement and adherence to responsible marketing standards.
“We have a role in guiding clients toward decisions that go beyond compliance,” Ladmore said.
“We wouldn’t risk putting brands in the wrong context.”
Miller echoed the need for caution.
“Targeting must be precise. Mixed-age audiences are a reality, and responsibility messaging should be part of any campaign in these slots.”
There are also broader regulatory concerns. Both agencies warned that if the alcohol ad rules are relaxed, other industries may push for similar changes.
“It would definitely flow on to gambling, fast food, anything with restrictions. That’s a major risk,” Ladmore said.
Miller said there was potential for a ‘domino effect’.
“Any changes need strong safeguards, or it could backfire,” Miller said.
“It’s a long-overdue modernisation in some ways, but execution matters. Without responsible messaging and audience safeguards, it could damage trust.”
Ladmore also said the proposal was a risky one.
“Public sentiment is already mixed. Youth exposure is a sensitive issue. If brands don’t tread carefully, there’ll be backlash,” he said.
While the alcohol industry represents a small portion of total advertising complaints, just 1.3 per cent, according to the Ad Standards Bureau, the proposal has sparked renewed scrutiny over the regulation of alcohol marketing, particularly its potential exposure to younger audiences.
AdNews sought comment from alcohol brands but was pointed to Alcohol Beverage Australia, which comments on behalf of the industry.
Industry body Alcohol Beverages Australia doesn't support the proposed changes.
“The industry notes that changes proposed to the Commercial Television Industry Code of Practice may result in an expansion of when alcohol advertising is permitted,” said executive director Alistair Coe.
“The industry does not support this expansion and recommends that changes to the code do not directly or indirectly facilitate this.”
The ACMA has not set a timeline for a final decision.
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