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The Victorian Commission for Gambling and Liquor Regulation (VCGLR) is the independent statutory authority that regulates Victoria's gambling and liquor industries.

Our vision is that Victorians and visitors enjoy safe and responsible gambling and liquor environments.
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The VCGLR regulates businesses focusing on the people, premises, products and promotions involved in supplying gambling to ensure the integrity of Victoria's gambling industries and to minimise harm.
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Liquor
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Promotions banned by the VCGLR

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:

  • anti-social behaviour
  • alcohol-related violence and disorder, and
  • adverse health effects.
Digital advertising

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.

Powers of the VCGLR

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).

Responsible liquor advertising

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

List of promotions banned by the VCGLR

The following list of promotions banned by the VCGLR are in order of the banning notice date.

2014-2015
Licensee/venue Promotion Banning notice
Snatch Pty Ltd Trading as "Tramp Bar" Basement Level 14-20 King Street Melbourne The use of advertising or promotion appearing on the Licensee's website. The video depicts the following:
  • Dialogue which uses the term "slut" with reference to animated female patrons who are handed containers of vomit after asking for any drink specials.
21-07-2015
124 079 072 Pty Ltd (Licensee) Trading as "Asian Beer Café" Lot3/311 Melbourne Central Cnr Swanston & Latrobe Street Melbourne The use of the advertising as follows:
  • 2 FOR 1 Cocktails, ALL DAY SUNDAY Advertising and promoting the conduct of the licensed premises that In anyway Is likely to encourage irresponsible consumption of alcohol.
17-03-2015
Snatch Pty Ltd (Licensee) Trading as “Tramp Bar” Basement, Level 14-20 Kings Street Melbourne The use of advertising as follows:
  • The use of inappropriate and exploitative sexual imagery
10-09-2014
Jonathan Robert Masterson (nominee) Open Door Pub Co Pty Ltd trading as The Hawthorn 481 Burwood Road Hawthorn
  • The use of advertising ‘2 for 1, ALL DRINKS, ALL DAY’ on Mother’s Day, Sundays, and on any other day.
  • Advertising and promoting the conduct of the licensed premises that in anyway is likely to encourage irresponsible consumption of alcohol.
02-05-2014
Skinny Babbage Pty Ltd trading as Mordialloc Supper Club 539 Main Street Mordialloc Advertising and promoting the conduct of the licensed premises in a way that objectifies women or men and is not in the public interest. The advertisement depicting female genitalia giving birth to the ‘Mordy Supper Club’ logo to promote the opening of Mordy Supper Club’s new bar on Australia Day. 20-01-2014
2012-2013
Licensee/venue Promotion Banning notice
Mynt Pty Ltd trading as Mynt 185 Watton Street Werribee
  • Use of images on the Mynt website depicting individuals showing signs of intoxication or general anti-social behaviour.
  • Advertising or promotion of irresponsible consumption of alcohol by appearing to reward excessive consumption of alcohol.
  • Advertising and promoting the supply of alcohol in a way that is not in the public interest, namely advertising, ‘get trashed every week and get snapped…contact us to claim your prize’, the prize being two drink cards the following Thursday at the licensed premises.
09-07-2013
Melbourne Hospitality Group Pty Ltd trading as Spearmint Rhino 14-20 King Street Melbourne Advertisement stating ‘law enforcement always free, show your ID at reception for free entry every night at Spearmint Rhino’. 14-05-2013
Bendigo Bat and Ball Pty Ltd and Curpol Pty Ltd trading as Albert Hotel, Universal or Universal on McCrae 131 McCrae Street Bendigo
  • Advertisement(s) titled ‘War of Worlds - Muck Up Day’ offering the supply of liquor through the game of ‘Beer Pong’ and the conduct of ‘Jelly Wrestling’ on the licensed premises on 26 October 2012.
  • Promoting the irresponsible consumption of alcohol by appearing to offer the game ‘Beer Pong’ on 26 October 2012 on the licensed premises.
  • Promoting conduct of the licensed premises not in the public interest by appearing to offer ‘Jelly Wrestling’ on 26 October 2012 on the licensed premises.
26-10-2012
Valve Trading Pty Ltd trading as Jett Black or Jettblk 177 Greville Street Prahran
  • Advertising and promoting (including on Facebook) the supply of alcohol in a way that is not in the public interest, namely ‘Unlimited free beer and champagne’ being available at the licensed premises during a promotional period of two (2) consecutive hours during the ‘Ace of Spades’ promotion commencing 28 September 2012.
  • Promoting the irresponsible consumption of alcohol by appearing to make unlimited alcohol available for a promotional period of two (2) consecutive hours.
  • Promoting to the public the availability of alcohol for consumption that is not consistent with the RSA requirements of the Liquor Control Reform Act 1998 during a promotional period of two (2) consecutive hours.
28-09-2012
2010-2011
Licensee/venue Promotion Banning notice
Michael Schreiber, CEO Strike at QV Pty Ltd Strike City Level 1, 296 and Level 2, 249-252 QV Development 210 Lonsdale Street Melbourne Discover your inner child. Then feed it booze. 20-06-2011
Matt Holman (Nominee) Base Backpackers Pty Ltd Red Eye Bar 17 Carlisle and 6 Irwell Street St Kilda

Promotion – the promotion of periods of time where free alcohol is being supplied at the Premises:

  1. Promoting that alcohol will be supplied free to females during the hours 9-11 pm on Thursday events
  2. Promoting that alcohol will be supplied free any other time
  3. Promoting competitions including the practice of encouraging persons to expose themselves in exchange for free alcohol during such as a ‘Wet T Shirt’ competition.
25-11-2010
David Hudson Carriston Pty Ltd Sandringham Uncorked Wines 7D Bay Road Sandringham
  • Advertising and promoting the purchase of alcohol indicating that all purchases of wine from the licensee will be entitled to a full refund upon the victory of the Saint’s Football Club at the AFL Grand Final 2010, namely ‘100% refund all wines Saints win’. 
  •  Advertising and promoting the purchase of alcohol indicating that all purchases of wine from the licensee will be without cost upon the victory of the Saint’s Football Club at the AFL Grand Final 2010, namely ‘All wines this week free if Saints win’.
25-09-2010
David Carlisle Christenson Upfront Concepts Pty Ltd Room 680 680 Glenferrie Road Hawthorn
  • Electronic promotion and advertising of “My place BEACH PARTY’ on the site that encourages irresponsible service of alcohol or associates the consumption of alcohol with inappropriate events, etc.
  • Supply of reduced price alcohol available during a promotional period of four (4) consecutive hours.
  • Irresponsible consumption of alcohol during a promotion of ‘Margarita Madness’.
  • Irresponsible consumption of alcohol (supply of free drinks or reduced price alcohol, e.g. $2 pots or discounted of four (4) consecutive hours.
19-01-2010
Xiu Hua Pan F.M. Karaoke Bar 146-150 Bourke Street Melbourne Supply of alcohol being spirits greater than 35% alcohol per volume in bottles of 700ml or more to patrons 11-01-2010
2009
Licensee/venue Promotion Banning notice
Neverland Entertainment Precinct Melbourne 32-40 Johnson Street South Melbourne Advertising blog for “DJ Dan’s guest list” advertising that the premises are licensed to hold in excess of 2000 patrons. 16-12-2009
Victoria Cellars (Vic) Pty Ltd Kings Creek Hotel 1989 Frankston-Flinders Road Hastings Ladies Drink Free on Thursday nights as do first 20 males dressed as females. 9-11-2009
Riceboy Pty Ltd Element Lounge Queen Street Melbourne Supply of alcohol being spirits greater than 35% alcohol per volume in bottles of 700ml or more to patrons. 14-10-2009
Jandalor Pty Ltd Blue Martini First Floor, 5 & 11A James Street, Geelong Provision of cocktails sold in quantities of two standard drinks or greater. 01-10-2009
Saint Hotel Pty Ltd Saint Hotel 54 Fitzroy Street St Kilda No Undie Sundie. 18-09-2009
Dirty Nominees Pty Ltd Slab Cab – Stay at Home and Order In - depicting a naked female and posted on the Slab Cab website. 14-08-2009
Bilmor Holdings Pty Ltd Tramp 14-20 King Street Melbourne World Famous Titty Jugs. Supply of alcoholic cocktails in jugs 1.8 litres or greater. 03-08-2009
Euro Bar – Freshwater Place Pty Ltd 17-33 Queensbridge Street Southbank Supply of alcohol being spirits greater than 35% alcohol per volume in bottles of 700ml or more to patrons. 18-06-2009
Cho Gao (Melb Central) Pty Ltd Level 3, Melbourne Central 211 Latrobe Street Melbourne Toss the Boss. 09-06-2009
52 Albert Road Pty Ltd Seven Nightclub 52 Albert Street South Melbourne Supply of alcohol being spirits greater than 35% alcohol per volume in bottles of 700ml or more to patrons. 28-05-2009
Partyworld International Pty Ltd Level 3, Melbourne Central 211 Latrobe Street Melbourne Supply of alcohol being spirits greater than 35% alcohol per volume in bottles of 700ml or more to patrons. 30-04-2009
Peter Winters Amber Lounge The Basement, 390 Lonsdale Street Melbourne Supply of alcohol being spirits greater than 35% alcohol per volume in bottles of 700ml or more to patrons. 16-04-2009
Open Door Pub Co Pty Ltd Caseys Nightclub Glenferrie Road Hawthorn Toss the Boss. 04-03-2009
Page last modified 
29 March 2017