ABC Council believes that the community should have control over how alcohol is marketed and sold to its citizens. ABC Council is committed to ensuring that activities at sporting and community venues owned or leased by Council align with the objectives outlined in our Public Health and Wellbeing Plan/Council plan to support the health and wellbeing of our community and promote environmental sustainability.
This policy specifically relates to the promotion and advertising of alcohol products.
Sport and community settings provide councils with an opportunity to promote health and improve the wellbeing of their local communities. The alcohol industry spends millions of dollars annually on advertising and marketing its products. Children and young people are particularly vulnerable to these messages as they are surrounded by alcoholic products on social media, TV and through the sponsorship of their local sporting clubs.
Sports sponsorship is one of many ways that the alcohol industry promotes their products to influence purchasing decisions and drive sales. Research has shown that the marketing of these products influences the way we consume them and makes these brands and products much more recognisable across the community. A study of 10 to 12‐year‐olds found there was a high awareness of alcohol products and brands advertised during a sporting broadcast, and that children were aware of celebrity endorsement of products and associated them with a preference for these products.45
Long‐term studies have shown that 12‐year‐olds who are highly exposed to alcohol advertising are 50% more likely to start drinking when they are 13, compared to those who are only slightly exposed.46 Studies consistently demonstrate that exposure to alcohol advertising has a direct correlation with the likelihood that adolescents will start to drink alcohol and, if they already drink alcohol, their drinking will increase with such exposure.47
We need to protect young people and kids from alcohol industry marketing. Therefore, this policy is designed to support high standards for how alcohol products are promoted and sold in council owned facilities such as sporting and community clubs.
When a Council owned facility is leased or hired the applicant must:
principal activities involve participation of families and children, or other sensitive community land use activities.
The Council may request further information regarding sponsorship profile, sponsorship support, activation strategies or advertising as required.
Throughout the contract, the ABC Council agreement requires the applicant to seek approval from the Council prior to entering into any new arrangements with alcohol companies or brands.
The following minimum requirements must be incorporated into an organisational health policy to be implemented by all sponsored organisations as a condition of sponsorship: