Advertising Strong Alcoholic Beverages

• General Rule: Advertising strong alcoholic beverages is mostly prohibited. However, it is allowed inside the establishment, but it must be done in a professional and appropriate manner.

• Where It''s Allowed: Advertising can also be done in areas like hallways within the establishment, as long as it''s not clearly visible from outside the restaurant. Advertising on the establishment''s website or social media is not considered the same as advertising inside the establishment.

• Prohibited Advertising:

  • Strong alcoholic beverages cannot be advertised on items intended for customers to take away, such as postcards, flyers, recipe booklets, or matchbooks.
  • You cannot offer samples of strong alcoholic beverages.
  • Advertising outside the restaurant, including placing bottles of strong alcohol in the window, is not allowed. Advertising in outdoor areas must not be visible from outside the area.
  • Large advertisements or price signs, and branded items like umbrellas, are not permitted.

• Cocktail and Drink Advertising: Advertising cocktails or drinks made with strong alcoholic beverages is considered promoting those beverages, which is forbidden outside the restaurant. Strong alcoholic drinks cannot be advertised in newspapers, TV ads, window displays, stickers, doors, outdoor signs, or on the internet, including the restaurant''s website or Facebook page.

• Allowed Advertising: Despite these restrictions, establishments can still publish their drink menu in print or online, as long as all drinks are presented in a neutral and equal manner. No specific drink should be highlighted or emphasized with fonts, colors, or layout.

Marketing of Mild Alcoholic Beverages

• Promotions: Temporary promotions for mild alcoholic beverages can be advertised outside the establishment. However, the ban on marketing strong alcoholic beverages remains, and their promotional prices cannot be advertised on social media, windows, or in newspapers.

• Mild Drink Advertising: It is allowed to market drinks made entirely from alcohol that is less than 22% in strength. To avoid confusion, it''s good to mention that the drink is mild if it isn''t clear from the name.

Pricing Rules

• No Price Limits: There are no upper or lower limits on the pricing of alcoholic beverages in the law.

• Ban on Bulk Discounts: According to the law, you cannot offer two or more alcoholic drinks at a bulk discount, where buying them together is cheaper than buying them separately. This includes "two for one" deals. However, you can sell alcohol at a lower price for private events, as long as the discount doesn''t require purchasing a certain amount.

• Packaging: The rule does not apply to situations where the same alcohol is sold in different packages, like 0.33-liter and 1-liter bottles. The larger package can be cheaper per liter.

Advertising Drink Portions

• Size and Quantity: When advertising drinks, you must specify the size of the portion and the amount of alcohol in the mix. For example, state how many centiliters are in a "large beer" or a "glass" of red wine. It''s also recommended to mention the price.

• Availability of Prices: The establishment should have price information available for all drinks, at least upon request. Restaurants can offer discounted prices for specific groups, like registered regular customers. Special regular customer prices or staff discounts are allowed.

Improper Promotion

• Prohibited Marketing: Under sections 4 and 50 of the Alcohol Act, marketing of alcoholic beverages is prohibited if it is considered inappropriate, unethical, or misleading to consumers.

• Examples of Violations:

  • Free Drinks: Offering "First drink free" or "Win free drinks" promotions is against the rules.
  • Unlimited Alcohol: Packages that include unlimited alcohol, such as "VIP tickets with free drinks" or "Two drinks for the price of one," are not allowed.
  • Loyalty Cards: Collecting stamps on loyalty cards or beer passes, where rewards include free or discounted drinks, is prohibited. For example, "Every 10th beer free" or "Every 5th drink half-price" are not allowed.
  • Vouchers: Distributing coupons for a free beer or cider is not allowed.

Games, Lotteries, and Competitions

• Restrictions: Games, lotteries, and competitions can only be held in establishments if they have no connection to alcoholic beverages. Alcoholic drinks cannot be used as prizes, and the promotion of alcohol through consumer participation in games, lotteries, or competitions is prohibited.

• No Alcohol-Related Competitions: It is not allowed to organize any games, lotteries, or competitions that are related to alcohol, even if the prizes do not include alcohol. The prohibition applies regardless of the medium, including online platforms and in-house promotions.

• Indirect Advertising: The law also prohibits using non-alcoholic products as competition prizes if those products belong to a product family that includes alcoholic beverages.