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Purpose

This policy provides principles for the responsible promotion and advertising of alcohol.

Who this policy applies to

This policy applies to all licensees.

Objective

Licensees must ensure that any promotions or advertising for the sale and consumption of alcohol are conducted responsibly.

The Director of Liquor Licensing (DLL) will consider the promotion or advertising of alcohol irresponsible if it:

• encourages rapid consumption of alcohol; and/or
• encourages excessive consumption of alcohol; and/or
• portrays or encourages risk-taking or anti-social behaviour, or alludes to illicit drugs or illegal behaviour; and/or
• encourages underage drinking or is designed to appeal to people under 18 years old.

The DLL is likely to find the following promotions unacceptable:

• promotions encouraging unsafe levels of alcohol consumption
• excessively discounted alcohol for consumption on the premises, such as more than 50% off the retail price
• happy hours that run for more than 60 minutes at a time, more than twice per day or after 7pm
• encouraging patrons to drink quickly or stockpile drinks
• serving drinks in a way which would result in patrons drinking a large amount or drinking quickly, such as by pouring alcohol directly into patron’s mouths
• a promotion that links the consumption of alcohol with a risky activity, such as sky diving, motor racing, drink driving or speed boating
• a promotion of packaged alcohol which is likely to appeal to minors.

To assess whether a promotion or activity is acceptable, licensees are encouraged to ask themselves, 'Does it encourage irresponsible consumption or portray the consumption of alcohol in an inappropriate way?' The following harm minimisation strategies can assist in answering this question:

• Timing of promotions — the later in the trading period that the promotion is held, the more likely it is that a patron has already consumed alcohol and may be at risk of intoxication. Licensees are encouraged not to conduct promotions after 7pm.
• Type and strength of alcohol — consider running promotions offering lower strength alcohol products. Provide half measures of spirits if requested and reasonably priced non-alcoholic drinks (note that free drinking water must always be provided).
• Frequency — consider limiting the number of promotions that are held in a single trading period.
• Duration — consider limiting the length of promotions to reduce the risk of irresponsible drinking.
• Price — a common-sense approach should be taken when discounting alcohol to ensure that excessive discounts that could lead to irresponsible consumption are not offered.
• National advertising standards — consider codes and guidelines such as the ABAC Responsible Alcohol Marketing Code and Outdoor Media Association Alcohol Advertising Guidelines.

If the DLL finds your promotion or advertisement to be irresponsible, they have the power to impose conditions on your licence,¹ including what type of alcohol may be sold, and when,² and prohibit or limit promotional activity where drinks are offered free or at reduced prices.³

If the DLL considers it to be in the public interest, he or she can suspend a licence.⁴ The DLL may also initiate disciplinary action.

Note that the DLL has the power to make regulations prohibiting promotions where alcohol is offered free or at reduced prices, and limiting the circumstances in which such promotions take place.⁵

Disclaimer

The policy on this subject is general information and is not professional advice or a legal opinion. The information is provided on the understanding that any person reading it must take responsibility for assessing its relevance and accuracy.

Additional guidance

Further information on licence requirements is available, or contact 61 8 6551 4888.

Notes

1. Liquor Control Act 1988 (LC Act) s64(1)
2. LC Act s64(3)(e)
3. LC Act s64(3)(ga)
4. LC Act s91(1)
5. LC Act s65B.

Approval

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