RMLV: Advertising Alcoholic Beverages Code of Practice

Responsible Management of Licensed VenuesThe Alcohol Beverages Advertising Code is designed to ensure that alcohol advertising will be conducted in a manner which neither conflicts with nor detracts from the need for responsibility and moderation in liquor merchandising and consumption, and which does not encourage consumption by underage persons.

The conformity of an advertisement with the Code is to be assessed in terms of its probable impact upon a reasonable person within the class of persons to whom the advertisement is directed and other persons to whom the advertisement may be communicated, and taking its content as a whole.


For the purpose of the Code –

  • Adult means a person who is at least 18 years of age;

  • Alcohol beverage includes any particular brand of alcohol beverage;

  • Adolescent means a person aged 14-17 years inclusive;

  • Australian Alcohol Guidelines means the electronic document ‘Guidelines for everyone (1-3)’ published by the National Health & Medical Research Council (NHMRC) as at 1st January 2004

  • Child means a person under 14 years of age; and

  • Low alcohol beverage means an alcohol beverage which contains less than 3.8% alcohol/volume

Licensees and approved managers should familiarise themselves with the Code.