Alcoholic Beverages Advertising Prohibition: Marketing Strategy Report

This report examines the contentious issue of prohibiting alcoholic beverage advertising, focusing on the Australian Association of National Advertisers' (AANA) perspective. The report begins by outlining the background of the client, AANA, and their position on responsible drinking campaigns, highlighting their concerns about government regulations and the potential impact on the industry. It delves into the world of alcohol promotion, discussing its significance as a revenue generator and the historical context of advertising restrictions, including WHO guidelines and EU directives. The report further analyzes responsible drinking campaigns and the action plan proposed by AANA, which includes self-regulatory methods and industry codes. The conclusion summarizes the key arguments, emphasizing the need for a balanced approach that protects young people while allowing responsible advertising practices. The report also highlights the importance of understanding the advertising standards and the role of organizations like the Advertising Standards Bureau (ASB) and the Australian Communications and Media Authority (ACMA) in regulating alcohol promotion to guard youngsters and teenagers.

Running head: ALCOHOLIC BEVERAGES ADVERTISING PROHIBITION
Alcoholic Beverages Advertising Prohibition
Name of the Student:
Name of the University:
Author Note:

ALCOHOLIC BEVERAGES ADVERTISING PROHIBITION
Abstract:
This discussion was aim to outline the significant concerns and benefits apprehended
by business in related strategy subject focused to the investigative circumstances. This is to
be stated that this procedure also engaged the process of evaluating and increasing the current
strategy position taken by Australian Association of National Advertisers to the discussion
also highlights the purposes of the proposal in order to enquiry the reasons why government
is conducting the survey and taking the decision of prohibiting the promotions of alcoholic
beverages. This is to be stated that the key purpose of the report was to do a significant
research and advance a strong level argument related to the strategy issue and to present it in
a convincing method. This is to be noted that this discussion has summarized the issue and
provide a brief background of the issue in order to evaluate the circumstances and
consequences. This evaluation will be helpful in examining such decision.

ALCOHOLIC BEVERAGES ADVERTISING PROHIBITION
Table of Contents
Introduction:.............................................................................................................................3
Discussion:................................................................................................................................3
The world of promotion of alcoholic beverages:...............................................................5
The historical background of the preventing the alcohol promotion:............................5
Responsible drinking campaigns........................................................................................7
Action plan............................................................................................................................8
Conclusion:...............................................................................................................................8
References...............................................................................................................................10

ALCOHOLIC BEVERAGES ADVERTISING PROHIBITION
Introduction:
This is evident that Alcohol is one of the significant products that are promoted
immensely in the entire world. There are number of researchers, doctors, and social workers
who claim that alcohol promoting advertisements play a major role in contributing to
normalize the use of alcohol and support the destructive culture of drinking in Australia.
Title: Alcoholic Beverages Advertising Prohibition
Name of the Client: Australian Association of National Advertisers has been chosen as the
preferable client in this report.
Background of the Client: This is to be stated that Australian Association of National
Advertisers (AANA) can be recognized as the domestic body for the dedicated advertisers of
(Waller et al. 2014). This is evident that AANA epitomizes the motivations of the companies
who work in collaboration in the world of Australia’s beverage industry. This can be stated
that AANA organizes a significant chain that forecasts the renowned speakers of UK
dedicated in the unit of The Marketing Academy Australia Leaders Program.
Discussion:
This is to be stated that AANA would like to highlight the ‘responsible drinking
campaign’ against the Alcoholic Beverages Advertising Prohibition by Government.
According to the Government advertisement of alcohol encourage violence, forceful
activities and crime. Government has stated that fact that these sort of promotional activities
also encourage teenage people to drink out of curiosity. It is evident that an immature
teenagers cannot handle drinking. They do not what amount of dinking is safe and what not.

ALCOHOLIC BEVERAGES ADVERTISING PROHIBITION
They are also not aware of the fact that how to balance body, mind and activities after
consuming alcohol. Therefore, it can be said that teenagers get into criminal activities. This is
to be noted that teenagers do not manage enough money to buy alcohol. Therefore, it is a
common incident that they get involved in illegal activities to earn hefty amount of money.
However, AANA do not support excessive drinking or criminal activities after drinking
alcohol or teenage drinking. They are significantly highlight the fact that the advertisement of
alcoholic beverages do not inspire people to commit crime. These advertisements do not
encourage teenage drinking. According to AANA, the alcohol shops should take the
responsibility to check the age prove before selling alcohol.
It is to be noted that this is to be stated that the advertisements are meant to be reviewed by
Australian Association of National Advertisers minutely (Anthony 2013). AANA is also
ready to take the responsibility of examining every possible alcoholic promotional before
execution. They have raised the fact that the promotional activities of alcohol are meant to
highlight the element of leisure and relaxation. The advertising always shows or talks about a
matured person who consumes a proper amount of alcohol to relax after a hectic work
schedule. These sort of advertisement do not inspire people to consume excessive amount of
alcohol. They also do not encourage any sort of violent or desperate act after drinking. These
advertisement always come with significant alerts like ‘Do not drink and drive’. It is evident
that no advertisement of alcohol show teenager drinking. AANA is also ready to take the
responsibility of promoting the alerting messages like teenage drinking is illegal or dangerous
along with the promotional activities of alcoholic beverages. This can be said that alcohol is
one of the best-selling products that manage to earn a large amount of revenue. It is evident
that a significant amount of that revenue are being used in social and charitable activities.
Therefore, it will not be a fair decision of government to restrict the path of income and
contribution for sure.

ALCOHOLIC BEVERAGES ADVERTISING PROHIBITION
The world of promotion of alcoholic beverages:
This is to be stated that the alcohol advertisements are the significant promotional
tools used by the producers and dealers of alcoholic beverages through the multiple media.
This is clearly evident that the promotion of alcoholic beverages play a major role in
generating huge amount of revenue along with the significant. Therefore, this sort of
promotion can be seen as the most regulated form of promotion for obvious reasons. This is
to be noted there are significant countries where the promotion of alcohol is completely
banned even after earning specific revenue. This is to be mentioned that there is a significant
and import study by J.P. Nelson regarding alcohol advertising which came to notice in the
year 2000 ( Matumba 2015). There is significant scientific study, wellbeing organizations and
universities have established an association in significant alcohol beverage advertising and
the increasing rate of alcohol consumption (Neufeld 2013). This is also being said that the use
of erotica in the advertisements of alcohol inspire the youths to get involved in multiple
crimes. Therefore, the New South Wales State government has initiated an investigation into
the prevention of alcoholic beverages promotions (Sacks et al. 2013). This is evident that the
suggested law has an object to inspire a perfect healthy lifestyle by banning the significant
advertisements. However, this is clearly evident that they are unable to make advertising
directly responsible for the consumption. This can be said that the advertisements reflect the
major mass demand. It is clearly evident that important alcohol campaigns are effective to
increase the significant market share for producers along with the specific brand loyalty.
The historical background of the preventing the alcohol promotion:
This is to be stated that the (WHO) has indicated that the significant promotion of liquor
requires to be controlled (Sallis 2015). This is to be noted WHO implemented an outline in
order to adopt a specific Alcohol policy for the State in the year 2005 (Malik 2013). It can be

ALCOHOLIC BEVERAGES ADVERTISING PROHIBITION
said that this policy includes five specific ethical principles which also includes the right for
every child is to grow up in a healthy environment secured from the pessimistic
circumstances and consequences of excessive alcohol consumption. This is evident that
international television advertisements in was formerly operated by the Television without
Boundaries Directive set in 1989 (Vlassis 2017). This can be said that the amount planned to
eliminate boundaries to global trade as the major part of the business. It is to be mentioned
that this may not be designed definitely at adolescents or, in specific, portray the teenagers
drinking these alcoholic beverages. It should not relate the significant consumption of
particular alcohol to improved physical activity or to driving, to be precise. Dedicated people
need to be conscious that the advertisements should not generate the impact that the drinking
of alcohol contributes a significant amount to social or sexual success. This is to be noted that
it might be a serious issue of concern if significant advertisements promote that alcohol has
healing potentials or that it is an intoxicant, a tranquillizer or a resource of solving personal
struggles. The ads should not inspire excessive consumption of significant alcohol or current
self-denial or restraint in a harmful light. It should not put prominence on excessive alcoholic
idea as being a constructive quality of the specific beverages.
This is to be stated that the prevention of promotion of alcohol is applied in every individual
EU country essentially through the self-operative governing bodies conducting with
advertising. This is evident that EU regulation 'TV without Frontiers' Instruction has
successively been prolonged to cover the specific new media modules like significant digital
television. It is to be stated that the 'Audiovisual Media Services Directive' focus on the
requirements related limitation on alcohol promotion (Bruijn et al. 2016). It is evident that
every sort of alcohol promotion is banned in significant countries like , , , , , and .

ALCOHOLIC BEVERAGES ADVERTISING PROHIBITION
Responsible drinking campaigns
This is to be noted that there are multiple drinking campaigns that can be termed as
responsible campaigns. These sort of campaigns or promotion help in preventing the growth
of , juvenile drinking and rush and . This is to be mentioned that a company of important
drinks producers in UK are taking all the responsibility of such inspiring campaigns. This is
evident that these advertisements highlight the importance of and significance of the age
proves for buying alcohol. These sorts of advertisement come under the popular and
significant ‘Drink Aware’ campaign (Knai et al. 2015). This campaign has an objective of
educating people regarding how to drink reasonably and how to avoid. This is also to be
stated that there is a displayed web site address as the prominent part of all of the significant
advertisements for specific products made by the dedicated members of the association.
, monetarily supported by an association of alcoholic beverage manufacturers of UK
promotes is aim to make the appropriate decision about drinking or non-drinking and to act
for decreasing different forms of immature consumption. This is evident that this
organization has already invested 175 million dollars in order to promote safe and sober
drinking (Schiavoni 2016) This is to be stated that multiple promotional campaigns by the
dedicated alcoholic beverage industry that sponsor accountable drinking for specific leisure
purposes play a major role as the encouraging activity and support this specific idea as an
appropriate example of mature consumption. This can be said that the individual who thinks
alcohol cannot ever simultaneously be utilized reasonably, occasionally and recreationally
would noticeably differ from the idea of these campaigns.
Action plan
This is to be stated that AANA has made an action plan followed by an outline for
Australia’s advertising conduct, comprised with regulatory, co-regulatory and self-regulatory

ALCOHOLIC BEVERAGES ADVERTISING PROHIBITION
methods. This can be said the self-regulation method of promotion, comprising alcohol
promotion, is essentially commenced through a large range of significant industry codes of
training; most of these codes are conditioned on the basis of a mutual global foundation. It is
evident that criticisms regarding the idea of alcohol promotion is regulated chiefly by the
significant Alcohol Beverages Advertising (and Packaging) Code (ABAC) but issues
regarding the idea related to substances of taste and affability are distinctly and
concomitantly renowned deliberated by the Advertising Standards Bureau (ASB). This to be
noted that the limited operation regarding the situation of specific alcohol promotion. It can
be said that the placement can be limited in the significant Children’s Television Standards of
the Australian Communications and Media Authority (ACMA) and in the Commercial
Television Industry Code of Practice (CTICP), a collaborative business code recorded by
ACMA. The major objective of Australia’s regulatory operations, co-regulatory operations
and self-regulatory outline is basically to guard youngsters and teenagers from the
acquaintance to inappropriate content like alcohol promotion (Ford 2014).
Conclusion:
It is to be concluded that a business proposal has been structured to analyze issue of
the Alcoholic Beverages Advertising Prohibition. It is to be mentioned that a counter
argument has also been placed in order to show that why these sorts of promotion should not
be banned. There are number of people making these advertisements responsible for the rise
of alcoholic consumption. However, this can be said as the outcome of the above discussion
that there is no direct allegation found against alcoholic beverages promotion. This is to be
stated that alcoholic beverages promotions play a major role to generate a significant amount
of revenue. This is to be mentioned that these revenues used in significantly in the sports,
social and entertainment activities as well. Therefore, it can be said that alcoholic beverages

ALCOHOLIC BEVERAGES ADVERTISING PROHIBITION
promotions are of no harm as long as it is maintaining the code of responsible and sensible
drinking.

ALCOHOLIC BEVERAGES ADVERTISING PROHIBITION
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Celata, C., Gosselt, J., Schreckenberg, D. and Słodownik, L., 2016. European longitudinal
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