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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.
Gambling
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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.
Every situation is unique.
What best describes your situation in the Victorian gambling industry?
  • Gaming venue operator
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Liquor
Liquor
The VCGLR regulates businesses focusing on the people, premises, products and promotions involved in supplying liquor to ensure the integrity of Victoria's liquor industries and to minimise harm.
Every situation is unique.
What best describes your situation in the Victorian liquor industry?
  • Restaurant / Cafe
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  • Understand your liquor licence
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  • Public holiday trading
  • Forums and accords
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  • Apply for a new licence
  • Understand your liquor licence
  • Manage my licence
  • Education and training
  • Public holiday trading
  • Licensee resources
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The do’s and don’ts of alcohol advertising

Image of a laneway at night with patrons entering and exiting bars and restaurants

Responsible advertising and promotion of liquor plays an important part in minimising harm to patrons and the broader community.

The way alcohol is promoted, advertised, and sold can influence patrons in the way they consume alcohol and how they behave.

There are clear standards and guidelines for licensees to follow when advertising or promoting liquor sale or events. This responsibility also extends to advertisements on social media sites and static advertising.

Responsible advertising and promotions

Do – use the quick reference guide that highlights 16 principles to ensure responsible alcohol advertising and promotions for your venue. The principles also assist licensees with assessing whether a promotion is likely to lead to irresponsible consumption or is otherwise not in the public interest.

The VCGLR may contact a licensee seeking an explanation of certain advertisements or promotions and may request that it be withdrawn or modified if it is deemed not within the responsible advertising and promotion requirements.

Don’t – advertise or promote alcohol in a way which may encourage the excessive and irresponsible consumption of alcohol, or may be out of step with community standards and patron safety. Failure by licensee's to comply with an advertising or promotion banning notice given by the VCGLR may result in fines of more than $19,000.

Static alcohol advertising

Do – read up on the new laws which recently came into effect in relation to the display of static alcohol advertising. The prohibition applies to any person who displays or causes to display static alcohol advertising within 150 metres of the perimeter of a school. Some exceptions do apply. For more information, visit the campaign page of our website.

Don’t – display static alcohol advertising within 150 metres of a school. Failure to comply with the static advertising requirements may result in fines of more than $19,000.

For more information about alcohol advertising click here

Article last modified 
21 August 2018