In England, advertising alcohol on a licensed premises must comply with specific regulations set by the Advertising Standards Authority (ASA), the Portman Group, and local licensing conditions. Here are the key guidelines to follow to ensure your alcohol advertising meets these requirements:
1. Comply with ASA and Portman Group Codes
Non-Promotion of Excessive Drinking: Avoid any ads or promotions that encourage excessive drinking, binge drinking, or irresponsible behavior.
Appeal to Adults Only: Ads should not target under-18s, nor should they feature imagery, language, or characters that might appeal to children or young people.
Avoid Implying Benefits: Do not suggest that alcohol improves social, physical, or mental abilities. Ads should not imply that alcohol is necessary for social success or attractiveness.
Health and Safety: Advertising should not link alcohol with health benefits, nor should it portray risky behavior, such as drinking before or while driving.
2. Point-of-Sale Promotions and Posters
Placement of Posters: Avoid placing alcohol promotions in areas frequented by children, like near family dining sections or entryways. Position posters, menus, and digital screens in locations that will primarily reach adult patrons.
Content of Promotions: Advertisements should focus on the quality and attributes of the product (e.g., flavor, origin) rather than promoting heavy consumption or bulk buying.
Responsible Drinking Messages: It’s good practice to include a responsible drinking message, like "Please Drink Responsibly" on posters, menus, or other promotional materials.
3. Happy Hours and Discounts
Restrictions on "All-You-Can-Drink" Offers: The Licensing Act 2003 prohibits promotions that encourage rapid or excessive alcohol consumption. Offers like “all-you-can-drink” or unlimited alcohol for a set fee are not allowed.
Discounts and Offers: Discounts and offers (e.g., 2-for-1, happy hours) should be carefully managed. Ensure they don’t run for extended periods and that they encourage responsible enjoyment rather than binge drinking.
Avoid "Downing" Competitions: Promotions that involve speed drinking, “downing” pints, or large quantities of alcohol in a short time are not permitted.
4. Digital Signage and Social Media
Age-Appropriate Content: If you use social media, website banners, or digital signage in your venue, ensure the content is appropriate for an adult audience and does not appeal to minors.
Monitoring Social Media: If you engage with customers online, monitor your social media channels to ensure user-generated content adheres to your advertising standards and guidelines.
5. Clear Pricing and Information
Price Lists: Clearly display the prices for all alcoholic beverages, especially if they are included in any special offers. Misleading or hidden prices can lead to complaints and penalties.
Prominent Display of Licensing Information: It’s a legal requirement to display your license details visibly at the premises, and it's recommended to also display policies around responsible drinking near alcohol advertising.
6. Sponsorships and Branded Events
Sponsorships: If hosting branded events or working with alcohol sponsors, ensure that promotions or advertisements are discreet and not directly targeting younger patrons.
No Glamourization of Alcohol: Avoid glamourizing alcohol as part of event sponsorship. For example, refrain from using models or imagery that portray excessive enjoyment directly linked to alcohol consumption.
7. Engage Staff in Responsible Advertising
Training for Staff: Train your staff on these advertising standards so they understand what kinds of promotions are acceptable. This includes bartenders and servers who may recommend products.
Compliance Checks: Periodically review your in-house advertising, ensuring it stays compliant and adjusts to any changes in licensing conditions or advertising guidelines.
8. Consult Local Licensing Authority for Specific Restrictions
License Conditions: Some licensed premises have specific conditions around advertising alcohol (e.g., banning certain promotions or requiring specific responsible drinking messages). Check with your local licensing authority to understand if there are additional conditions applicable to your venue.
Advertising alcohol legally on licensed premises- A summary
Following these guidelines, you can advertise alcohol responsibly, enhance customer experience, and comply with legal requirements.
Licensing Professionals provide guidance and training for all matters related to the Licensing Act 2003. Contact us today for a FREE consultation.
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