Responsible alcohol advertising and promotions
How to advertise and promote alcohol responsibly and within the law.
On this page
There are laws that guide how alcohol can be advertised and promoted.
These aim to reduce alcohol-related harm by ensuring they do not:
- promote excessive or irresponsible drinking
- encourage or make it easier for minors to access alcohol
- display offensive language or imagery.
If you’re concerned about an alcohol promotion at a licensed venue, contact us.
What can be banned
The Victorian Liquor Commission can:
- ban advertising or promotions that are inappropriate or encourage irresponsible drinking
- vary, suspend or cancel a liquor licence if a licensee does not comply.
Advertising or promotions can be banned if they:
- are likely to appeal to minors
- encourage rapid or unsafe drinking
- encourage or condone violence or anti-social behaviour
- are sexually explicit, degrading or sexist
- are prohibited under the regulations.
Follow the guidelines for responsible alcohol advertising and promotions. These apply to all forms of advertising, including websites and social media.
Responsible Alcohol Advertising and Promotion Guidelines PDF 825.51 KB (opens in a new window)
Seek legal advice if you’re not sure if your current or planned advertising or promotions are within the law.
What we have banned
These are examples of advertising and promotions that have been banned.
| Licensee / venue | Banned promotion | Banning notice date |
|---|---|---|
| Savage Spirits Pty Ltd | Bottles in the shape of weapons. | 17 March 2026 |
| Asahi Premium Beverages Pty Ltd | Advertising ‘Hard Solo’, a product that closely resembles a soft drink and may appeal to minors. | 22 December 2023 |
| Liquor Baron Australia Pty Ltd | ‘Maravana’ beers – linked liquor consumption and drug use (marijuana). | 22 November 2023 |
| Shady Billy’s | Facebook promotion encouraging rapid drinking, some containing sexual, degrading and offensive innuendo, some encouraging customers to ‘get hammered’ but pretend to be sober if anyone asks. | 25 February 2020 |
| Slim Chillers Pty Ltd | An ad depicting a minor drinking alcohol to get a desired effect. Another ad suggesting drink driving is acceptable. | 27 March 2019 |
| Ascot Vale Liquor Pty Ltd | Ads asked consumers what flavour of that product made them ’lose all their dignity’ and asked them to raise their hand if they had been ‘personally victimised by that product’. | 16 October 2018 |
| Snatch Pty Ltd trading as Tramp Bar, Melbourne | Sexually exploitative video and offensive dialogue. | 21 July 2015 |
| 124 079 072 Pty Ltd trading as Asian Beer Cafe, Melbourne | ‘2 for 1 Cocktails, All Day Sunday’ promotion, encouraging irresponsible drinking. | 17 March 2015 |
| Snatch Pty Ltd trading as Tramp Bar, Melbourne | Inappropriate and exploitative sexual imagery. | 10 September 2014 |
| Open Door Pub Co Pty Ltd trading as The Hawthorn, Hawthorn | Advertising ‘2 for 1, all drinks, all day’ on Mother’s Day, Sundays and on any other day, encouraging irresponsible drinking. | 02 May 2014 |
| Skinny Babbage Pty Ltd trading as Mordialloc Supper Club, Mordialloc | Advertisement depicting female genitalia giving birth to the ‘Mordy Supper Club’ logo to promote the opening of Mordy Supper Club’s new bar on Australia Day. | 20 January 2014 |
| Mynt Pty Ltd trading as Mynt, Werribee | Images on the Mynt website showing people with signs of intoxication or general anti-social behaviour, advertising, ‘get trashed every week and get snapped…contact us to claim your prize’, the prize being 2 drink cards. | 09 July 2013 |
| Melbourne Hospitality Group Pty Ltd trading as Spearmint Rhino, Melbourne | Advertisement stating ‘law enforcement always free, show your ID at reception for free entry every night at Spearmint Rhino’. | 14 May 2013 |
| Bendigo Bat and Ball Pty Ltd and Curpol Pty Ltd trading as Albert Hotel, Bendigo | Advertisements titled ‘War of Worlds - Muck Up Day’ offering the supply of alcohol through the game of beer pong and conducting jelly wrestling at the licensed venue. | 26 October 2012 |
| Valve Trading Pty Ltd trading as Jett Black or Jettblk, Prahran | Advertising and promoting unlimited free beer and champagne during a promotional period of 2 consecutive hours. | 28 September 2012 |
Checks for your advertising
The Alcohol Beverages Advertising Code (ABAC) Scheme offers a paid service that assesses proposed marketing communications, including product names and packaging, against the ABAC Responsible Alcohol Marketing Code.
This can identify if your proposed advertising or promotions are within the law. Find out about the ABAC pre-vetting service.
Advertising banned near schools
It is against the law to display static (not moving) alcohol advertising within 150 metres of a school.
Static advertising includes:
- banners, billboards, hoardings, signs and images
- digital billboards and panels (including video displays)
- moveable signs such as A-frame boards.
This rule does not apply to television, radio, websites, social media or printed media like magazines.
Exemptions include:
- logos, emblems or product names on a building associated with the supply of alcohol
- advertising inside or on the outside of a licensed venue or location
- branding on clothing
- advertising on vehicles passing through the area
- advertising at sporting grounds or racecourses.
The 150-metre distance is measured in a straight line from the school boundary.
Examples of advertising banned near schools
These examples show whether advertising can legally be displayed within 150 metres of a school.
| Advertising | Is it legal? | Why? |
|---|---|---|
| A-frame poster on a footpath advertising ‘$5 wines’ happy hour special. | No | The advertising is static and promotes alcohol. |
| Moveable footpath barrier with the name of a business that includes words such as ‘wine’ or ‘beer’. | No | The name of the business promotes alcohol and the barrier is static. |
| Poster on the inside window of a pub advertising a new cocktail. | Yes | The advertising is within the licensed venue so the prohibition does not apply. |
| Rotating sign on the top of a pub with the name of a beer company. | Yes | The advertising is on the outside of a licensed venue so the prohibition does not apply. |
| Billboard above a road which advertises a special on sparkling wine at the local bottle shop. | No | The advertising is static advertising and promotes alcohol. |
| Sign on the outside of a bar advertising the name of the bar. | Yes | The advertising is on the outside of the licensed venue or is a logo, emblem or product name on a building associated with the supply of alcohol. |
| Banner displayed in a school auditorium for a performance and the banner says ‘sponsored by x cocktail bar’. The performance is an unlicensed event. | No | The advertising is static and the business name publicises or promotes alcohol. |
| School fete that has obtained a temporary limited liquor licence. A banner is displayed at a stall within the licensed area that says ‘beer for sale’. | Yes | The advertising is displayed within an area of the school that’s licensed under the temporary limited liquor licence. |
Updated 24 March 2026
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