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VCGLR may contact a licensee seeking an explanation of certain advertisements or promotions and may request that it be withdrawn or modified if it is deemed not within the responsible advertising and promotion requirements.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