By Andrew Starke
New guidelines on drink promotions and advertising will help make Victoria’s licensed venues safer by encouraging the more responsible service of alcohol, according to Consumer Affairs Minister, Tony Robinson.
The Guidelines for Responsible Liquor Advertising and Promotions were developed to clarify the Director of Liquor Licensing’s powers to ban inappropriate alcohol advertising and promotions for licensees.
“The Brumby Labor Government wants people to enjoy a night out in safety and is taking action to ensure alcohol is served responsibly in our pubs and clubs to help reduce alcohol-related crime and violence,” Robinson said.
“We’ve given the Director of Liquor Licensing the power to ban drink promotions and advertising because the way alcohol is sold and marketed can influence the way patrons drink and act, encouraging excessive drinking and antisocial behaviour.
“Making licensees serve drinks more responsibly will encourage more sensible drinking and reduce the potential for drunken violence and trouble in our pubs and clubs.”
Robinson said the Guidelines contained 16 principles setting clear standards for responsible alcohol promotions and advertising and provided examples of unacceptable practices that will be banned by the Director of Liquor Licensing.
“This Government expects licensees to take more responsibility for the behaviour of their patrons in and around their venues and contribute to reducing alcohol-related disorder in our community,” he said.
“The Guidelines make it clear that promotions encouraging excessive drinking or that use sexual, degrading, sexist or gratuitously offensive symbols, figures and innuendo are unacceptable and will be banned.
Over the past year, more than 20 drink promotions have been banned or withdrawn after action taken by the Director of Liquor Licensing.