The Australian Beverages Council is the peak body representing the non-alcoholic drinks industry, and has members that include small, medium-sized and large drink brands. Through a unified voice and alignment with the Australian Association of National Advertisers’ Code of Practice, the Council promotes fairness in the standards, regulations and policies relating to non-alcoholic drinks, such as responsible marketing and advertising.
DrinkFacts was created for Australians everywhere, to showcase what we are doing within the industry and how this relates to all that you see from our partners.
Members of the Australian Beverages Council have made a pledge to ensure their advertising is clear and not misleading. This means you can trust advertising from their member brands, and any claims they make regarding health and nutrition, because these must be supported by scientific evidence that meets the stringent requirements of the Food Standards Code and the Beverage Council’s Marketing and Advertising Pledge.
We take our responsibility seriously to help Australians make good choices. It’s why our Council members follow a set of standards that uphold marketing and advertising in a way that is legal, honest and truthful, and reflects health and safety standards. They also commit to market or advertise sugar-sweetened non-alcoholic beverages in moderation, as part of a balanced diet and in support of the Australian Dietary Guidelines.
Most importantly, they commit to not advertising certain drinks to children.
As part of this commitment, advertising is not targeted at children under 15 years old. We aim to not create a sense of urgency or encourage excessive consumption, nor offer prizes or awards for purchases by children.
The advertising commitments made by members of the Australian Beverages Council apply to all advertising mediums, including:
These commitments apply to both direct communications and indirect representations paid for by member companies, such as using influencers and brand ambassadors, as they can have an influence on buying habits.
The Australian Beverages Council and its members, know that their approach to digital advertising and marketing is relevant and respected, and that the rights of individuals are important.
We strive to work with platforms that accept responsibility for the content carried on their sites. This includes content that is moderated, and respectful of content owners’ rights, and consistent with the values of the Council.
Our content is about our industry and the communities where we do business. We work with media platforms that conduct business responsibly, respect users’ privacy, and protect the safety of children.
The members of the Australian Beverages Council have committed to the following:
The Australian Beverages Council oversees members’ marketing and advertising to various audiences through its Marketing and Advertising Pledge. This pledge ensures that members maintain a high sense of social responsibility in advertising and marketing drinks across Australia, in a manner that is legal, honest, truthful, and reflects health and safety standards.
