In acknowledgement of the harmful and addictive nature of alcohol, Australia prohibits companies from making health and nutrition claims in the marketing of alcoholic products, with few exceptions.
However, some alcohol companies are using these prohibited claims as part of a wider marketing trend that aims to create the impression that a product is healthier or ‘better-for-you’, as a distraction from the harmful nature of alcohol.
Alcohol companies use this misleading marketing tactic to target people who are trying to be health-conscious, especially health-conscious younger Australians that might be looking to reduce their alcohol use.
This report presents examples of alcohol companies breaching the Australia New Zealand Food Standards Code by using prohibited health and nutrition claims in the marketing of alcoholic products and documents the regulatory response of complaints lodged about these breaches.
