Online shopping giant Amazon AU has signed up to the Alcohol Beverages Advertising Code (ABAC) scheme a month after it launched its Beer Wine and Spirits platform.

The move by the technology and ecommerce behemoth means any packaged products that are listed on the Amazon alcohol platform will need to ensure that their marketing, social media and packaging does not encourage irresponsible, underage or unsafe consumption of alcohol.

ABAC chair Harry Jenkins AO said in a statement that the involvement of Amazon Australia was “very much welcomed” by the ABAC management committee.

“Taking this step as they launch Amazon Wine, Beer and Spirits shows a strong commitment to responsible alcohol marketing practices,” he said.

As a result of becoming a signatory it will join Coles and Woolworths-owned bottle shop chains in agreeing to abide by the code, commit funding to the scheme and to the pre-vet check proposed advertisements and packaging through the ABAC pre-vetting scheme.

According to ABAC, the scheme’s member alcohol marketers represent 93% of alcohol producers and 66 per cent of alcohol retailer advertising media spend in Australia.

Last year the Independent Brewers Association indicated that it was looking at how it could become part of the ABAC scheme, as more independent brewers look to list in retailers who have committed to the scheme. It followed a spike in complaints about craft beer packaging which have subsided as the industry gains awareness of the scheme.