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:
From 18 July 2018, licensees are prohibited from displaying or causing to be displayed, static alcohol advertising within 150 metres of the perimeter of a school. This includes:
Alcohol advertising means any information, term, expression, symbol or other thing that gives publicity to, or otherwise promotes liquor.
When advertising and promoting events through websites and social media channels, like Facebook and Twitter, licensees must be aware that the Guidelines for responsible liquor advertising and promotions (PDF, 961.13 KB), 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 or restrictions on static advertising display can face penalties. For more information, please download the Breaches under the Liquor Control Reform Act 1998 fact sheet.
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.
Slim Chillers Pty Ltd
Two advertisements on the Facebook social media platform that reference a liquor product have been banned. One advertisement depicts a minor with text suggesting a person has to consume liquor for a desired effect. The second advertisement appears to trivialise irresponsible drinking, and suggests that breaking the law by drink driving is acceptable. The Commission found the advertisements were likely to encourage irresponsible consumption of alcohol and were otherwise not in the public interest.
Premix King Ascot Vale
Ascot Vale Liquor Pty Ltd
Two advertisements on Facebook social media platform that referenced a certain liquor product. The ads asked consumers what flavour of that product had made them “lose all their dignity” and asked them to raise their hand if they had been “personally victimised” by that product. The advertisements sought to encourage the audience to engage with the questions and post responses. The Commission found the advertisements were likely to encourage irresponsible consumption of alcohol and were otherwise not in the public interest.
Promotion – the promotion of periods of time where free alcohol is being supplied at the Premises: