Advertisements and Promotions
Check with ATCC before making business changes, or starting new activities.
Your alcohol license or permit only allows certain activities. Before you move, add services, change ownership, host events, partner with another business, or start new production or sales activities, check with ATCC first.
Do this before taking steps that cost money, such as signing a lease, buying equipment, hiring vendors, changing your space, or advertising a new service. Some activities may require ATCC approval. Others may not be allowed under your license at all.
Advertising and promotions
Before you advertise an event, sale, coupon, sweepstakes, tasting, dinner, or brand promotion, make sure the advertisement is allowed.
Advertising includes more than paid ads. It can include:
- Social media posts
- Flyers
- Posters
- Signs
- Menus
- Window displays
- Event listings
- Emails
- Coupons
- Sweepstakes
- Brand materials from another business
Common mistakes include:
- Advertising something before confirming it is allowed
- Posting about a tasting, dinner, or private event before checking with ATCC
- Making claims that could mislead customers
- Advertising a coupon or sweepstakes before submitting it to ATCC’s Trade Practice Unit
- Accepting free or discounted advertising materials from another licensed business without checking if it is allowed
- Letting a supplier, wholesaler, manufacturer, or brand owner pay for or help pay for your advertising
- Using advertising to give one business a special deal, discount, or advantage that may not be allowed
Do not assume advertising is allowed because another business has done something similar.
Check before you advertise
Contact ATCC before you advertise, post, print, share, or pay for promotional materials if the advertisement involves:
- A tasting
- A private dinner or meal event
- An off-site event
- A coupon
- A sweepstakes
- Brand materials from another licensed business
- Advertising paid for or provided by a supplier, wholesaler, manufacturer, or brand owner
Keep advertising truthful and clear
Your advertising should not mislead customers.
Avoid advertising that:
- Makes false or unclear claims
- Describes a product in a way that does not match the label
- Suggests health benefits
- Suggests government approval or endorsement
- Makes claims about testing, quality, age, origin, or awards that could confuse customers
- Uses offensive or inappropriate content
Be careful with advertising help from other businesses
Some advertising support from another alcohol business may not be allowed.
Check with ATCC before you accept:
- Free signs, posters, displays, or placards
- Money to pay for advertising
- Shared advertising costs
- Reimbursements for ads
- Free or discounted marketing services
- Brand materials from a supplier, wholesaler, manufacturer, or brand owner
This is especially important when the businesses are in different license tiers, such as a manufacturer or wholesaler working with a retailer.
Submit coupons and sweepstakes first
Do not advertise or offer coupons, sweepstakes, or similar promotions until you submit them to ATCC’s Trade Practice Unit.
This includes promotions shared through:
- Social media
- Flyers
- Signs
- Event pages
- In-store materials
Before you advertise, ask:
- Is the activity itself allowed under my license?
- Is the advertisement truthful and clear?
- Does the advertisement match the product label?
- Is another alcohol business paying for or providing anything of value?
- Does this involve a coupon, sweepstakes, tasting, dinner, or off-site event?
- Do I need to submit anything to ATCC before posting or printing it?
Advertisements FAQ
Yes. Social media posts can be advertising. Check before posting about coupons, sweepstakes, tastings, dinners, off-site events, or promotions.
Maybe. Check with ATCC before accepting signs, posters, displays, placards, or other brand materials from another licensed business.
Do not accept advertising money, shared ad costs, reimbursements, or marketing support unless you confirm the arrangement is allowed.
Check first. The event itself may not be allowed under your license, or you may need approval before advertising, selling tickets, or collecting payment.
Yes. Submit coupons, sweepstakes, or similar promotions to ATCC’s Trade Practice Unit before advertising or offering them. Social media posts are still advertising.