AB-31 – Personalized Advertising Signs
What wholesalers must know about limits on personalized signage at retail locations
Maryland limits how much of an alcohol advertising sign can be personalized for a specific retailer, and this guidance explains the 50% rule, how to determine compliance, and when enforcement action will occur for signs that exceed this limit.
What you need to know
- Personalized content may not exceed 50% of a sign
- Generic brand advertising must be at least 50%
- Non-compliant signs will be subject to enforcement
- A deadline was provided to correct existing violations
Who This Applies To
This guidance applies to:
- Wholesalers of malt beverage products
The 50% Rule
Advertising signs may include personalized content for a retailer, but:
- The personalized portion must not exceed 50% of the total sign
At least 50% must remain:
- Generic brand advertising
What Counts as “Personalized”
Personalized content includes:
- Retailer-specific names or logos
- Store-specific messaging
- Any wording not applicable to all retailers
Example:
- “Happy Hour 4–7 PM” is considered personalized because it does not apply to all retailers
Common Compliance Issues
Inspections have found:
- Signs exceeding the 50% personalization limit
- Some signs with up to 90% personalized content
These practices violate Maryland regulations.
Enforcement Timeline
- No enforcement action before: May 15, 2001
- After this date:
- Non-compliant signs may be confiscated
- Violations may be issued to wholesalers
What This Means for Businesses
Wholesalers should:
- Review all advertising signs in the field
- Ensure personalized content does not exceed 50%
- Replace or update non-compliant signage before enforcement begins
Purpose of the Rule
This requirement helps:
- Ensure fair competition among wholesalers
- Maintain compliance with Maryland trade practice laws
Important Notes
- The rule applies to all signage at retail locations
- Violations may result in enforcement action after the deadline
- Compliance is required statewide
Need Help?
For questions about advertising rules, contact the ATCC: 410-260-7314 ext. 2 or [email protected]