Video | Agriculture | Confidence | Economy | Energy | Employment | Finance | Media | Property | RBNZ | Science | SOEs | Tax | Technology | Telecoms | Tourism | Transport | Search


Alcohol Industry Commits To Influencer Standards

The NZ Alcohol Beverages Council (NZABC) supports moves by global industry partners to put in place safeguards for the use of social influencers. The Influencer Pledge, announced by the International Association for Responsible Drinking (IARD) this week, is part of a global programme for ensuring transparency, the use of responsible content and the prevention of the young from seeing alcohol-related marketing.[i]

The responsibility standards for social influencers in the pledge include clear commitments to:

· not make health claims

· not promote illegal or excessive consumption

· not encourage consumption to those under the legal purchase age

· not link consumption to social success

· not position abstinence negatively.

Furthermore, influencers need to be over the age of 25 and appeal to an adult audience. They are required to promote responsible drinking for those who choose to drink and discourage heavy drinking, drinking during pregnancy, drink driving and underage drinking. The standards also recognise the importance of monitoring influencer posts and campaigns for compliance.

“The global pledge is a powerful responsibility commitment and works well in a New Zealand context as we are effectively one step ahead with the Alcohol Advertising and Promotion Code regulated by the Advertising Standards Authority (ASA), which already provides careful guidance on the relationship between influencers and alcohol brands,” says Bridget MacDonald NZABC Executive Director.

“But the broader step of a worldwide industry commitment to provide more transparency around influencers and alcohol advertising is a positive step toward ensuring influencer content is responsible and that brands, agencies and influencers are all putting safeguards in place,” says Bridget.

“There has only been a handful of alcohol-related social influencer complaints to the ASA over the past couple of years, which shows NZABC members already operate with a high standard of social responsibility and will continue to do so,” says Bridget.

The inaugural signatories[ii] to the pledge include NZABC members: Asahi Beverages NZ, DB Breweries, Lion NZ, Pernod Ricard Winemakers NZ, Spirits New Zealand and Brewers Association of New Zealand.

“IARD and its members are encouraging other producers and advertising, public relations, and influencer agencies to sign up to the Influencer Pledge, which 13 global agencies have already done. It also provides a toolkit to support influencers who market alcohol to create responsible content and help prevent those underage from seeing alcohol marketing,” Bridget says.

“Marketing is about promoting a brand, not increasing consumption. Globally, virtually all research has found that alcohol marketing, including sports sponsorship or social media advertising, has no or very modest effects on overall alcohol consumption. The Foundation for Advertising Research has shown that while advertising spending has increased in New Zealand over the past decade, we’ve also seen alcohol consumption decreasing steadily. Still, we all have a part to play in being responsible when marketing our products – this includes ensuring that agencies and influencers we work with have the information and tools that allow them to do the same,” says Bridget.

© Scoop Media

Business Headlines | Sci-Tech Headlines


Serious Fraud Office: Commences Enquiries Into Allegations Of COVID-19 Wage Subsidy Fraud
The Serious Fraud Office has commenced a number of enquiries into alleged abuse of the Government’s COVID-19 Wage Subsidy. Director Julie Read said the allegations relate to multiple complex cases of potential fraud that have been referred to the agency following extensive investigations ... More>>

Environment: Preliminary Environmental Data On New Zealand’s Air Quality Released Today

The Ministry for the Environment and Stats NZ have published the Our air 2021: preliminary data release today. We are currently working to revise the Our air 2021 report to incorporate analysis of the World Health Organization (WHO) 2021 air quality guidelines that were released on 23 September 2021... More>>

Statistics: Food Prices Rise For Sixth Consecutive Month
Food prices rose 0.5 percent in September 2021 compared with August 2021, mainly influenced by higher prices for grocery food and meat, poultry, and fish, Stats NZ said today. September’s movement is the sixth consecutive monthly rise. After adjusting for seasonality, prices rose 0.9 percent... More>>

Reserve Bank: Robust Balance Sheets Yield Faster Economic Recovery

Stronger balance sheets for households, businesses, financial institutions and the government going into the pandemic contributed towards maintaining a sound financial system and yielding a faster economic recovery than following previous deep recessions... More>>

Transpower: Releases Independent Report Into Events Of August 9
Transpower’s Chief Executive Alison Andrew has today released an independent report into the grid emergency of August 9 when insufficient generation was available to meet demand, leading to some customers being disconnected... More>>

Bayleys: Latest Lockdown Adds Further Fuel To Industrial Property Market

The recent construction shutdown resulting from Auckland’s Covid 19’s lockdown restrictions has put additional pressure on an industrial property market that is already struggling to keep pace with demand... More>>