Licensees have responsibilities associated with running liquor promotions.
Liquor promotions should not:
The Liquor Promotion Guidelines 2019 (PDF 264.1 KB) lists seven principles for running promotions responsibly in NSW. The Guidelines also help to set standards for licensees to follow by providing examples of unacceptable promotional practices, and provide information on steps that can be taken to minimise the risk of harm.
If you run a liquor promotion or activity that may be considered ‘undesirable’ it can be actively investigated by Liquor & Gaming NSW.
Typically, Liquor & Gaming NSW will first contact the licensee to seek an explanation when there are concerns that standards are not being met, and may request changes or withdrawal of the promotion.
If any concerns are not addressed then the Secretary, or a Liquor & Gaming NSW delegate, can ban or restrict any promotion or activity considered to be undesirable by issuing a written notice under section 102 of the Liquor Act 2007.
Section 102A can also be used, which allows the Secretary to restrict or prohibit any activities likely to encourage the misuse or abuse of liquor.
If a licensee does not comply with a ban or restriction, they face fines of up to $5,500.
It is in a licensee’s interest to ensure promotions have harm minimisation measures in place, to help ensure liquor is consumed responsibly and to promote safe environments for patrons.
Examples of harm minimisation measures that may be appropriate include:
Examples of liquor promotions that are unacceptable include:
The promotion must not have special appeal to minors.
The promotion must not be indecent or offensive.
The promotion must not involve non-standard measures that encourage irresponsible drinking.
The promotion should not use emotive descriptions or advertising that encourages irresponsible drinking.
The promotion should not involve the provision of free drinks or extreme discounts, or discounts for a limited duration that creates an incentive for patrons to consume liquor rapidly.
The promotion should not encourage irresponsible, rapid or excessive consumption of liquor.
Promotions that involve:
The promotion should not be otherwise considered to not be in the public interest.
This information is a summary of the Liquor Promotion Guidelines. Review the Guidelines (PDF 264.1 KB) to ensure your promotions comply.
Resource: GL4001 Liquor Promotion Guidelines (PDF 264.1 KB)
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