RMLV: Promotion of Alcohol at Events

Responsible Management of Licensed VenuesThe Alcohol Beverages Advertising Code also outlines the protocols for Promotion of alcohol at events. This blog is designed to educate licensees and approved managers to assist them with compliance at their venues.

Alcohol beverage companies play a valuable role in supporting many community events and activities. It is acknowledged that they have the right to promote their products at events, together with the right to promote their association with events and event participation. However, combined with these rights comes a range of responsibilities. Alcohol beverage companies do not seek to promote their products at events which are designed to clearly target people under the legal drinking age.

This protocol commits participating alcohol beverage companies to endeavour to ensure that:

  • All promotional advertising in support of events does not clearly target underage persons and as such is consistent with the ABAC standard; and

  • Alcohol beverages served at such events are served in keeping with guidelines, and where applicable legal requirements, for responsible serving of alcohol (which preclude the serving of alcohol to underage persons); and

  • Promotional staff at events do not promote consumption patterns that are inconsistent with responsible consumption, as defined in the NHMRC Guidelines; and

  • Promotional staff do not misstate the nature or alcohol content of a product; and

  • Promotional staff at events are of legal drinking age; and

  • Promotional materials distributed at events do not clearly target underage persons; and

  • Promotional materials given away at or in association with events do not connect the consumption of alcohol with the achievement of sexual success; and

  • Promotional materials given away at or in association with events do not link the consumption of alcohol with sporting, financial, professional or personal success; and

  • Promotional materials given away at events do not encourage consumption patterns that are inconsistent with responsible consumption, as defined in the NHMRC Guidelines; and

  • A condition of entry into giveaways promoted by alcohol companies at or in association with events is that participants must be over the legal drinking age; and

  • Prizes given away in promotions associated with alcohol beverage companies will only be awarded to winners who are over the legal drinking age.

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