8 things to remember when promoting alcohol

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Golden rules for your good to go promotion!

Liquor advertising is something that is far more different than any other retail product marketing as this contains few rules and regulations to be adhering to. The drinks advertisements which are legally called alcohol advertising or alcohol promotions follow a strict rule book according to the Australian Alcohol Guidelines. The licensees and the staff are required to have responsible attitudes and practices regarding the promotion and sale of alcohol. It is mandatory for the licensees and the staff to follow firm practices and codes of conduct regarding the marketing and sales strategy of alcohol. 

The alcohol ads in Australia may hold a major impact on the patrons and the way they take alcohol and the way they conduct themselves after its consumption. Various kinds of negative effects can be expected after a non-administered alcohol promotional procedure. The adverse effects may include the portrayal of promoting some unhealthy habits like excessive drinking, and indecent behaviour post-consumption or can even harm the mental tranquillity of the minors who are in a psychological age of dilemma as these are way against the general standards of society. Therefore faulty promotions or any advertisements which fail to come under the rules and regulations of the Australian Alcohol Promotion guidelines may give way to alcohol-related violent behaviour, having a destructive influence over the community and leading to dangerous health hazards for the citizens. 

Therefore it is important to understand the rules and regulations of the Australian Liquor promotion act and follow some of the basic rules while promoting alcohol. Here are the 8 major points to remember while promoting alcohol: 

1. Application of guidelines:

The liquor act of Australia does not just refer to the brands and the manufacturers but also to many other entities like the following:

  • Hotels (pubs, taverns, small bars)
  • Clubs (RSL, community, and sporting clubs)
  • Licensed Premises (restaurants, cafés, nightclubs, theatres, boats, caterers, etc.)
  • Bottle shops
  • Wholesalers 

2. Not Appealing to Minors:

Using colourful motifs and attractive games that may catch the attention of minors is not allowed as a part of the marketing design of the liquor promotion. Anything that may look appealing or pleasing to the younger and non-eligible drinkers is considered punishable and is an illegal method of propaganda. 

3. Not rude or distasteful:

Usage of sexually explicit language or offensive innuendo as a marketing element is indeed punishable. Provocative content, human slaughter, discriminatory or demeaning text, or images can directly face disapproval from the Aussie law for liquor promotion. 

4. The measure and responsible consumption:

The promotion should not emphasize drinking beyond the general guidelines of the standard measure that may result in intoxication. There should be a mention of the standard quantity as per the government rules. This clause also refers to the same methods of consumption of alcohol. For example, the depiction of individual drinking liquor out of a gun or a single person gulping multiple bottles at a single serving. 

5. Emotive descriptions or animated texts for advertising:

Phrases like ‘Drink than you think’, ‘Drink today to get sloshed’ etc. would be considered action-oriented words which suggest people follow an action as a part of their promotion. The law is vigilant over such promotional techniques by always giving these marketing angles a big ‘NO’. 

6. Huge discounts for promotion of sales:

Crazy offers like ‘Buy 10 drinks and get 5 free, ‘50% of on all beers’, etc. are the promotions that go under the screening of the government policies and then come out with disapproval. This is because the promotion preaches ‘binge drinking’ and consumption of liquor in a hasty fashion which might later affect their precious lives. 

7. Promotion of irresponsible drinking:

Competition on who drinks the most, lottery or games that declare the maximum drinker as their winner, or a consumer is given a challenge or is dared to finish 10 bottles in a minute...these are the typical examples that face the condemnation of the alcohol law of Australia. 

8. Not issued in the public interest:

Promotional messages that contain slogans like ‘Breaking the rule is the new cool’, any offers like ‘free for ladies with guts’, and derogatory and impulsive taglines which may cause harm to society must definitely be curtailed from the marketing plan as they might not get a happy nod from the law.