There are clear standards and guidelines for licensees to follow when advertising or promoting liquor sale or events.
The way alcohol is promoted and sold influences patrons, the way they consume alcohol and how they behave. Some drink promotions can encourage the excessive and irresponsible consumption of alcohol, which in turn contributes to:
When advertising and promoting events through websites and social media channels, like Facebook and Twitter, licensees must be aware that the responsible liquor advertising and promotions guidelines, set out by the Victorian Commission for Gambling and Liquor Regulation (VCGLR) apply. This includes advertisements and promotions created by promoters for licensees and any comments made by third parties.
The VCGLR has the power to ban advertisements or promotions that are deemed inappropriate and may also seek to vary, suspend or cancel a licence that is found to be encouraging the irresponsible consumption of alcohol.
Licensees who do not comply with a banning notice are committing a criminal offence and can face penalties. For more information, please download the Breaches under the Liquor Control Reform Act 1998 fact sheet (PDF, 428KB).
The VCGLR will consider whether the promotion is in the public interest. Responsible advertising and promotion of liquor plays an important part in minimising harm to customers and to the broader community. It also makes good business sense for licensees and for the sustainability of the hospitality industry in Victoria.
Anyone concerned with the drink promotions being offered by Victorian licensed venues please submit your enquiry using the contact us form.
The following list of promotions banned by the VCGLR are in order of the banning notice date.
Promotion – the promotion of periods of time where free alcohol is being supplied at the Premises: