Licensees have responsibilities associated with running liquor promotions.
Fundamentally, liquor promotions should not:
The determination of whether a promotion is undesirable and may be subject to a notice is made by the Secretary, Department of Industry or delegate, for example the Director of Compliance, L&GNSW.
Before a determination is made, a licensee may be given the opportunity to comment or offer an explanation on why the promotion should not be considered undesirable. An application can be made to the Independent Liquor and Gaming Authority (ILGA) to review a decision.
Each of the principles and examples provide guidance on liquor promotions that are generally considered undesirable. It is in the interests of venues to ensure that all promotions are conducted with harm minimisation measures in place to prevent unacceptable outcomes.
Management of all promotions is necessary as your liquor promotion may still be deemed undesirable even where harm minimisation measures are applied.
A list of some harm minimisation measures that may be appropriate include:
However, it should be noted that there are no mitigating measures that can be applied that would make an otherwise unacceptable promotion acceptable.
Examples of liquor promotions that are unacceptable include the following:
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.
Promotions encouraging the consumption of:
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 Liquor Promotion Guidelines to ensure your promotions are compliant.
Resource: GL4001 Liquor promotion guidelines (PDF 390.7 KB) for more information on the seven principles.
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