So, What are irresponsible promotions? Under the Licensing Act 2003, "irresponsible promotions" are specific types of alcohol promotions that are prohibited because they encourage excessive or binge drinking. The goal is to prevent harm related to alcohol misuse, such as crime, disorder, and health issues.
Here are the key examples of irresponsible promotions as defined by the law:
1. Drinking Games
Encouraging Consumption in a Short Period of Time: Promotions that encourage people to drink alcohol quickly or in large quantities (e.g., drinking games where participants race to finish their drinks, or promotions based on "downing" drinks).
2. Unlimited or Fixed-Price Alcohol
All-You-Can-Drink Offers: Promotions offering unlimited alcohol for a fixed price, such as "all you can drink for £10" or similar deals.
3. Rewards or Prizes Based on Alcohol Consumption
Encouraging Excessive Drinking to Win Prizes: Promotions that reward customers for consuming alcohol, such as offering free drinks or prizes based on the amount of alcohol consumed (e.g., "buy 10 shots and get a free drink").
4. Free or Discounted Alcohol as a Prize
Promotions Linked to Consumption: Offering free or discounted alcohol as a reward for participating in certain activities or events, or as part of an entry fee.
5. Discounts Based on the Quantity Consumed
Volume-Based Discounts: Promotions where the price of alcohol decreases as more is purchased (e.g., "buy two pints, get one free").
6. Encouraging Drinking in Connection with Entry Fees
Alcohol Included in Entry Price: Where the cost of entry to a premises includes an offer of unlimited alcohol or large quantities of free or discounted alcohol, especially where it is marketed to encourage excessive consumption.
7. Promotions That Encourage Vulnerable Behavior
Any promotion that encourages individuals to consume alcohol irresponsibly, particularly in ways that may affect their personal safety or judgment.
Consequences of Breaching the Conditions:
If a premises is found to be running irresponsible promotions, the licensing authority can take action. This could include revoking or reviewing the premises license, imposing additional conditions, or issuing fines.
What are irresponsible promotions?- Conclusion
The purpose of banning these promotions is to ensure that alcohol is consumed responsibly, and to reduce alcohol-related harms in the community.
If you need guidance and training regarding the Licensing Act 2003, our Licensing Professionals are here to help. Reach out to us today to schedule a complimentary consultation.
Comments