tradition from inappropriate use. In Australia, use of the word "Anzac" is regulated under the Protection of Word "Anzac" Act 1920. The Protection of Word 'Anzac' Regulations 1921 state that: "no person may use the word 'Anzac', or any word resembling it, in connection with any trade, business, calling or profession or in connection with any entertainment or any lottery or art union or as the name or part of a name of any private residence, boat, vehicle of charitable or other institution, or other institution, or any building without the authority of the Minister for Veterans' Affairs". The maximum penalty is 12 months imprisonment, or $10,200 for a person and $51,000 for a corporation. Over recent years, some historians and commentators have raised concerns over what they see as the increasing commercialisation of Anzac Day. In 2015, historian Dr Carolyn Holbrook stated that companies were seeking to associate themselves with Anzac Day as "Anzac is the most potent and popular brand going around in Australia today". Questionable Anzac marketing campaigns included Woolworths' notorious 'Fresh in Our Memories' campaign in 2015, which provoked a strong public backlash. According to Dr Holbrook, Anzac is more sacred than Easter or Christmas to many. Historian Professor Joan Beaumont, researcher Jo Hawkins and historical commentator Dr David Stephens have argued that the Federal Government has not been sufficiently enforcing regulations which limit the extent to which companies can refer to Anzac Day, or use the word "Anzac", in their marketing. There has been widespread public opposition to the more blatant attempts to commercialise Anzac Day, which has led to some products being withdrawn from sale. Many of the products associated with the centenary of the Gallipoli landings were also commercial failures. A notable exception is the manufacture and sale of the Anzac biscuit, originally home made to published recipes from about 1920, and for many decades manufactured commercially for retail sale in both Australia and New Zealand. Commercial manufacture and sale of the biscuits is explicitly exempted from restrictions on the use of the word "Anzac". Criticism of some commemorations For decades, there have been concerns that the participation of young people in Anzac Day events has injected a carnival element into what is traditionally a solemn occasion. The change was highlighted by a rock concert-style performance at the 2005 Anzac Cove commemoration during which attendees drank and slept between headstones. After the event