Australia Alcohol Campaign Category Policy

This guide provides an overview of Quantcast’s policy guidelines for Alcohol campaigns in Australia, including what is supported, restricted, and prohibited. Please review carefully.

To see the full Campaign Policy, see this page.

Alcohol Campaigns in Australia

Advertising is supported for Alcohol campaigns in Australia, including:

• Alcohol products (beer, wine, spirits, N/A drinks used as mixers*, etc.)

• Alcohol-related destinations (vineyards, bars, distilleries, etc.)

• Alcohol delivery services (alcoholic beverages delivered via food delivery services, shipping from alcohol retailers and manufacturers).

* These rules apply when a non-alcoholic beverage is marketed as a mixer.

Carefully review this guide as there are important prohibitions and restrictions with which Advertisers must comply to satisfy Quantcast policies, laws, and self-regulatory codes. Advertisers are responsible for compliance with all federal, territorial, state, and municipal rules, including but not limited to those related to licensing, branding, and advertising pre-approvals.

Campaign Parameters

See the Create a New Campaign article for details on setting up a campaign.

• Campaigns must be targeted to audiences primarily 18+: i.e., 75%* of the audience reached being 18+, typically achieved using allow lists. For Platform Clients, contact your Quantcast Account Manager to implement allow lists.

• Permitted targeting types: all targeting types, subject to the Restricted Data Types section of Quantcast’s Campaign and Data Policy: in connection with the use of any Quantcast product or service, where prohibited by applicable law, Clients may not collect, use, or provide to Quantcast personal data revealing a restricted attribute or characteristic explicitly, by inference, or otherwise, including in creatives and/or strategies like targeting and/or tagging. Demographic targeting must be used to limit the audience to over 18.

• Permitted tagging: all tagging types, subject to the Restricted Data Types section of Quantcast’s Campaign and Data Policy: in connection with the use of any Quantcast product or service, where prohibited by applicable law, Clients may not collect, use, or provide to Quantcast personal data revealing a restricted attribute or characteristic explicitly, by inference, or otherwise, including in creatives and/or strategies like targeting and/or tagging.

• Supply: Curated supply packages for alcohol compliant supply must be targeted for all alcohol advertisers. packages can be selected under the section “Deals and Packages”. Global alcohol packages are named as follows:

  • Display/Video/Native: Quantcast Curated Package - Global Alcohol Compliant - Display/Video/Native

  • CTV: Quantcast Curated Package - Global Alcohol Compliant - CTV

• Privacy Act: Campaigns must not reveal or concern or result in the collection, provision, or processing of the following types of data; or allow reasonably certain inferences concerning:

  • All health-related data (known or inferred, including genetic and biometric information)

  • Racial or ethnic origin

  • Political opinions, membership in a political association

  • Philosophical beliefs

  • Membership in a professional or trade association

  • Membership of a trade union

  • Sexual preferences or practices

  • Criminal record

• Dayparting: For CTV, avoid child-friendly programming; some publishers may only allow ads from 12 pm - 3 pm on school days and 8:30 pm - 5 am any day.

* Percentage set by the Alcoholic Beverages Advertising Code (ABAC) Responsible Alcohol Marketing Code.

Important Prohibitions

Creative Prohibitions

Campaigns must not:

• Appeal to minors (including via branding on clothing, toys, or merchandise), include athletes or portray characters who appear under the age of 25.

• Make health, therapeutic, or social status claims (e.g., by claiming to reduce stress levels or improve sex life).

• Depict irresponsible, excessive, rapid, or dangerous consumption or irresponsible activities while drinking (such as driving).

• Include challenges or “dares” to drink alcohol.

• Emphasise alcohol strength or intoxicating effects.

• Offer or promote free or discounted prices for on-site liquor consumption (restaurants and samples excepted and free or buy-one-get promotions for off-site are permitted).

If you have questions regarding an Alcohol advertiser or campaign, please contact [email protected].