Regulator Urges Cuts to Alcohol Ads for Children
The Australian Communications and Media Authority has recommended free-to-air broadcasters immediately reduce children's exposure to alcohol advertising.
Updated on Nov. 12, 2026 in Beer
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Should alcohol advertising be restricted during children's TV viewing hours?
The Australian Communications and Media Authority (ACMA) has finalised its review of alcohol advertising on free-to-air television, drawing on 96 public submissions. It recommended the industry immediately reduce children's exposure to alcohol advertising and that the Australian Government conduct a holistic review of alcohol advertising across all mediums.
Why it matters
The review recognised a link between alcohol advertising, increased consumption and risky drinking, while noting that television alcohol advertising is a relatively small but important source of broadcaster revenue. Community concern about children's exposure to alcohol advertising is consistently high.
The review received 96 submissions through public consultation. The source does not give a comparator for this figure or indicate how many submissions opposed or supported the recommendations.
The players
Australian Communications and Media Authority (ACMA)
The ACMA is the Australian government regulator responsible for broadcasting, telecommunications and online content, and it oversees the co-regulatory broadcasting framework.
Free TV Australia
Free TV Australia is the industry body representing Australia's commercial free-to-air television broadcasters and is responsible for developing and updating the commercial television industry code.
The details
The ACMA engaged with broadcasters, sporting organisations, health advocates, alcohol and advertising industry representatives, government bodies and international regulators. It recommended Free TV Australia remove exemptions allowing alcohol advertising alongside sports broadcasts at times otherwise prohibited under classification rules, and called on it to voluntarily apply the Free TV Code to online content.
Timeline
March 2026: ACMA commenced its review of free-to-air alcohol advertising rules.
11 November 2026: ACMA published its finalised review and recommendations.
Regulatory Framework
Under Australia's co-regulatory broadcasting framework, industry bodies write the codes while the ACMA can only recommend changes or, if codes fall short, determine a program standard. The ACMA cannot amend those codes directly, so the outcome rests on Free TV Australia's response to the review.
Viewers may see fewer alcohol advertisements during children's viewing times if broadcasters act on the recommendation. If Free TV Australia does not submit a revised code providing appropriate safeguards, the ACMA may determine a program standard instead.
The takeaway
Parents concerned about children's exposure to alcohol advertising can follow how broadcasters respond to the recommendations. Changes to free-to-air rules depend on the industry code process rather than immediate regulatory action.
Further reading
For related coverage of the drinks industry, see Beer in our lifestyle section.
More information
Read the ACMA alcohol advertising review outcomes report on the ACMA website.
Live Poll
Should alcohol advertising be restricted during children's TV viewing hours?
