If you are in New Zealand you have really last chance to enjoy famous happy hours. On 18 December 2013, New Zealand’s alcohol laws are changing. The reforms, introduced by the Sale and Supply of Alcohol Act 2012, aim to improve New Zealand’s drinking culture and reduce the harm caused by excessive drinking.
The new law bans all advertising and marketing that promotes excessive alcohol consumption or has special appeal to minors. It also bans all the promotions that lead consumer to expect discount of 25 percent or more – while 50 percent discount was the basic idea of happy hours with pay for 1 get 2.
Changes to the businesses serving and selling alcohol:
Except within licensed premises, businesses also cannot:
- advertise free alcohol
- promote discounts of 25 percent or more
- offer customers free goods, services or opportunities to win prizes if they purchase alcohol
The penalty is a fine of up to $10,000. A business’ licence may also be suspended or cancelled.
POS advertising and merchandising
New rules about alcohol displays, promotions and associated advertising in supermarkets and grocery stores start coming into force on 18 December 2013.
The law requires that displays and promotions can only be in a single area of the store. The purpose of the new rule is to limit how much shoppers are exposed to them.
The new rules apply when supermarkets and grocery stores receive an off-licence for the first time or renew their existing off-licence. Licensing agencies may give businesses renewing their licence a limited period of time to reconfigure their premises.
For the full list of changes, please check the website of NZ Ministry of Justice.
Commenting on the changes, the Justice Minister Judith Collins told the NZ Herald:
“Communities have told us they are concerned about the impact of alcohol advertising and sponsorship. Many people worry that marketing can glorify drinking, or affords it unwarranted status given the harm that can occur when people overindulge.”
