Liquor Promotion Guidelines for NSW

The NSW Government has guidelines setting out acceptable standards for the promotion of alcohol.

The guidelines will apply to all licensed premises under the Liquor Act 2007 that run alcohol promotions including hotels, bars, nightclubs, registered clubs, bottle shops, producer/wholesalers, limited licences, licensed restaurants and other on-premises venues.

The new guidelines not only address the promotion of alcohol through supermarket vouchers and shopper-dockets, but also the specific use of social media and interactive technology to promote alcohol consumption.

The guidelines now include a reference to ‘buy one, get one free’ offers promoted through discount vouchers, cards or shopper-dockets, with a requirement to have purchase limits or other suitable controls in place.

Liquor Promotion Guidelines identify inappropriate promotions including those that:

  • Appeal to minors – Such as promotions that use characters, imagery, motifs, merchandise, naming, designs or interactive games or technology likely to appeal to minors.
  • Are indecent or offensive – Such as promotions that use images that may be offensive to a reasonable adult; offer free or discounted drinks for participating in activities that may be offensive; use insulting or offensive language; or involve discriminatory, demeaning or vilifying language or imagery.
  • Use non-standard measures – Promotions that serve alcohol in non-standard measures such as teapots or jam jars where the alcohol content is not apparent, or use novelty drink-ware that encourages rapid drinking such as test tubes, water pistols, and yard glasses.
  • Use emotive descriptions of advertising – Such as promotions that encourage excessive or irresponsible drinking including through the use of language, images or slogans such as ‘Drink till you drop’ or ‘Drink like a fish’.
  • Offer extreme discounts – Promotions which encourage rapid and excessive drinking through free, heavily discounted or all-you-can-drink offers or drinking games such as skolling games and boat races.
  • Encourage irresponsible, rapid or excessive drinking – Examples include those using drinkware encouraging rapid consumption, drinking games, encouraging stockpiling of drinks, and late night promotions encouraging patrons who have been drinking for a significant period to continue drinking.
  • Not in the public interest – Promotions that are deemed undesirable for reasons that may include encouraging unlawful, anti-social or discriminatory behaviour.

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