Victoria, thus far, is the only State that has moved to create licenses for the ‘online sales and delivery’ sector, which is essentially unregulated nationally. Liquor Control Victoria have released Responsible Alcohol Advertising and Promotion Guidelines for the alcohol industry in Victoria. This is a start, but much more needs to be done in all states. The need for a federal set of robust and enforced regulations by government is vital.
Unacceptable Practices.
Principle: “The advertising or promotion of alcohol must not encourage the rapid or excessive consumption of alcohol, nor should it use emotive descriptions, language or imagery likely to encourage irresponsible drinking.”
Rationale: “This principle aims to prevent promotions that encourage people to drink in excess or faster than they normally would. It covers promotions such as games, competitions or “dares” that encourage excessive alcohol consumption or offer alcohol as a prize. Emotive language or descriptions such as “drink till you drop.” may encourage rapid or excessive alcohol consumption. In the context of packaged alcohol, advertisements or promotions that place emphasis on the alcohol content of a product also have the potential to lead to excessive or irresponsible alcohol consumption.” (page 5)
