The Australian Communications and Media Authority (ACMA) has called on the free-to-air television industry to take immediate steps to reduce children's exposure to alcohol advertising and has also recommended a holistic review by the Australian Government of such advertising across all mediums.
The ACMA commenced a review in March 2026 to assess whether existing rules for alcohol advertising on free-to-air television provide appropriate community safeguards for audiences.
ACMA Chair Nerida O'Loughlin said the review found that there was widespread concern about alcohol advertising in the community.
"As the broadcasting regulator, our review focused on when alcohol commercials can be shown on broadcast television. The review attracted significant interest, with respondents raising concerns about alcohol advertising both on television and across a range of other media.
"The review found that community concern about alcohol advertising was generally lower than for issues such as gambling advertising, but that there are still consistently high levels of concern, particularly about children's exposure to this content," Ms O'Loughlin said.
The review recognised the link between alcohol advertising, increased consumption and risky drinking, which can exacerbate alcohol-related harm. At the same time, submissions expressed differing views about the specific contribution of advertising on commercial television to broader societal harms.
The review also noted that alcohol advertising on television represents a relatively small but important source of revenue for broadcasters and forms part of the business models of the alcohol and sporting industries.
"On balance, the ACMA considers that targeted and proportionate changes should be made so that free-to-air television provides appropriate community safeguards for alcohol advertising," Ms O'Loughlin said.
The ACMA has recommended that industry body Free TV Australia remove exemptions that allow alcohol advertising to be shown alongside sports broadcasts at times when they would ordinarily be prohibited under classification rules.
"Weekend sporting events shown during the day attract large audiences, including significant numbers of children who are exposed to alcohol advertising under the current exemptions.
"These exemptions are unique to Australia and inconsistent with advertising of other restricted products, such as gambling," Ms O'Loughlin said.
The ACMA has also called on Free TV Australia to voluntarily apply the Free TV Code to television content provided through broadcasters' online services.
"The rules should be clear and consistent. Audiences expect the same safeguards to apply regardless of whether they watch a program on free-to-air television or online," Ms O'Loughlin said.
Under Australia's co-regulatory broadcasting framework, Free TV Australia is responsible for developing and updating the commercial television industry code. The ACMA is unable to amend codes directly. If Free TV Australia does not submit a revised code for registration that provides appropriate community safeguards, it would be open to the ACMA to determine a program standard.
"Alcohol advertising on television represents a small proportion of all advertising. Our review found strong concerns about exposure to alcohol advertising through other media including online, at sporting venues, on jerseys and in other forms that all fall outside the ACMA's remit.
"As a result, the ACMA has recommended that the Australian Government consider alcohol advertising regulation holistically, including looking at potential gaps and inconsistencies across platforms," Ms O'Loughlin said.
This is in line with a recent recommendation by the House of Representatives Standing Committee on Health, Aged Care and Disability that the Australian Government establish a new mandatory framework for alcohol advertising and marketing.
The ACMA received 96 submissions to the review through its public consultation process and engaged with broadcasters, sporting organisations, health advocates, alcohol and advertising industry representatives, government bodies and comparable international regulators. The outcomes report is available on the ACMA website.
"The ACMA acknowledges and sincerely thanks everyone who contributed to the review for their constructive engagement and high-quality submissions," Ms O'Loughlin said.
