Check proposed alcohol marketing against the responsible marketing code
Key facts
- Human involvement
- YellowClose supervision
- How AI is used
- Mark the draft advertisement, packaging or placement schedule against the content and placement standards in the code the lawyer supplies. Record the passage and the standard. Do not decide that the marketing complies.
- What the lawyer must review
- The lawyer decides whether the marketing meets the code, whether pre-vetting is needed, and what must change before publication.
- Written for / version
- US
Open a jurisdiction version of this task to see which instruments apply: US
Who does what
| Role | What they do |
|---|---|
| Assistance | Mark the draft advertisement, packaging or placement schedule against the content and placement standards in the code the lawyer supplies. Record the passage and the standard. Do not decide that the marketing complies. |
| Lawyer | Set the scope, supervise the work closely, verify every part relied on, resolve omissions and exceptions, and approve the exact output. |
Checklist
- Check content against the standards on moderate portrayal, minors, the effects of alcohol, and safety, including the guideline of more than 10 standard drinks a week or more than 4 on one day.
- Check placement, including age-restriction controls, the 80 per cent adult audience rule where those controls are not available, and the ban on content aimed at minors.
- Confirm whether the piece is outside the code, including point-of-sale material the retailer starts and the producer does not control.
- Treat alcohol alternatives, at or under 0.5 per cent alcohol by volume, under the alternative standards, not as ordinary soft drink.
Sources
- ABAC Scheme: The ABAC Code · 2026-10-22
- ABAC Responsible Alcohol Marketing Code, text linked as 21 May 2025 · 2026-10-22
These are suggested working checks. Confirm the required checking with the responsible lawyer before work starts; the checking approach does not establish permission to use AI.