Who Pays for the Advertising?

Grocery Store and Convenience Store licensees cannot demand that any of their advertising is paid for by beverage alcohol manufacturers. Licensees can pay for their own advertising and have advertising made on their behalf such as by franchisors or parent corporations. 

Licensees cannot directly or indirectly ask for/demand or receive marketing support, free promotional activities or other free services or merchandise from any beverage alcohol manufacturer or any person operating on a beverage alcohol manufacturer’s behalf.

Some examples of what is not acceptable include:

Example 1: A licensee cannot ask a beverage alcohol manufacturer or to fund their advertising campaign in a newspaper. 

Example 2: A licensee cannot accept or be given any kind of refrigerator, including one with branding on it, for free from a beverage alcohol manufacturer.

Some examples of what is acceptable include:

Example 1: A licensee pays the local newspaper to run an advertisement describing the types of beverage alcohol products, including brands, available in their retail store. A licensee who is a franchisee can also have a franchisor run an advertisement on their behalf.

Example 2: A licensee can pay full price and buy a refrigerator with branding on it from a beverage alcohol manufacturer.