An alcohol company has been given the green light to offer free lip gloss as a promotional tool because the make-up product does not appeal to young people, the alcohol industry's advertising complaints panel has determined.
A research centre at Curtin University complained about the promotion, which offered a free Napoleon Perdis lip gloss with each bottle of Skyy Vodka purchased from Thirsty Camel Bottleshops, arguing it was a clear attempt to appeal to young women and encourage underage drinking.
But the panel that administers the Alcoholic Beverages Advertising Code, an industry-funded voluntary code of conduct for alcohol marketing, upheld the view of the advertiser and product distributor that lip gloss appealed to adults only.
Professor Mike Daube from Curtin University's McCusker Centre for Action on Alcohol and Youth said the ruling was typical of ABAC decisions.
It has incensed anti-binge drinking campaigners, who were joined by doctors last month in demanding legislation on alcohol advertising and marketing.
''The codes are absolutely hopeless and so feeble that it's difficult to get any kind of complaint up,'' Professor Daube said.
''There is no question whatsoever that the drinks industry targets young people.''
Campari, the parent company of Skyy Vodka, said the promotional campaign presented a ''mature, balanced and responsible approach'' to drinking and used a lip gloss from the ''prestige'' brand Napoleon Perdis that would have ''extremely low'' appeal to teens.
Napoleon Perdis has also supplied lip gloss as giveaways for the alcohol brands Midori and Chambord but did not wish to comment on its role in alcohol consumption.
Last month, the Australian Medical Association urged the government to clamp down on alcohol marketing to young people by scrapping the voluntary, industry-devised code and replacing it with stricter and wider-reaching legislation.
Health Minister Tanya Plibersek deflected responsibility back to alcohol companies.
Paul Dillon, founder of Drug and Alcohol Research and Training Australia, said straight vodka was emerging as the preferred drink for young women.
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