2/5th Battalion, East Lancashire Regiment.

Awarded the Distinguished Conduct Medal in the London Gazette of 3 September 1918.

Avery was a native of Burnley, Lancashire.

The citation for the Distinguished Conduct Medal published in the London Gazette reads, "For conspicuous gallantry and devotion to duty in action, when he collected a party of fifty men, and, leading them forward through heavy shell and machine-gun fire, he reinforced a front line at a time when reinforcements were urgently needed. During seven days of continued fighting, and until he was wounded, he showed the greatest courage and determination, and set a magnificent example to his men".

The Burnley Express of 16 November 1918 reported, MEDALIST'S DEATH. Only decorated a month ago. Great regret will be felt at the death, which occurred from pneumonia in Manchester on 12 November, of Company Sergeant-Major Albert George Avery, D.C.M. of 38, Towneley Street, Burnley, who was only decorated with the medal at the Burnley Palace by the ex-Mayor Alderman Sinclair a month ago today. On that occasion he was warmly congratulated by the Mayor, and heartily cheered by a large audience. Company Sergeant-Major Avery, who was in the 2/5th East Lancashire Regiment (T.F.), was a married man with two children, and he was 30 years of age. His mother is living. Avery enlisted in 1914, and was at that time a weaver for Messrs. Mason, West and Bather, Harle Syke. He went out in March 1917, and the deed for which he received the Distinguished Conduct Medal was as follows, "On March 21st, last, during an heavy German offensive in front of Hartoniers, C.S.M., Avery collected 50 men and led them up the line under a very heavy shell and machine-gun fire, reinforcing the line at a very critical moment. He was in action for the whole of the nine days up to being wounded on March 29th. By his courageous act he set a magnificent example to his men". There is one brother in France, and also three brothers in law serving, whilst two have been killed - one being Sergeant-Major Holland, and the other Private James Feeney.