Liquor Amendment Bill: Proposed Ban on Advertising and Promotions

Posted 09 September 2025 Written by Acts Online
Category Parliament

Brought to you by SA Legal Academy: A private member’s Bill has been tabled in the National Assembly to amend the Liquor Act, No. 59 of 2003, with the primary objective of prohibiting the advertisement and promotion of liquor products.

The Liquor Amendment Bill, introduced by Ntombovuyo Mente-Nkuna, seeks to counter the “normalisation of alcohol and liquor usage” by implementing strict regulatory barriers on how liquor products are marketed to the public. The Bill follows a procedurally required pre-tabling explanatory memorandum that was originally gazetted in October 2018.

The proposed legislative changes focus on several key restrictive measures:

  • Prohibiting the advertisement of liquor products across all media platforms.
  • Banning the promotion or product placement of liquor.
  • Preventing any manufacturer, distributor, or retailer from organising, sponsoring, or participating in any activity that promotes the consumption of liquor.

The Bill aims to close perceived gaps in the Liquor Act, No. 59 of 2003, regarding the social impact of alcohol marketing. While a similar draft, the Control of Marketing of Alcoholic Beverages Bill, was approved by Cabinet for public comment in September 2013, that initiative stalled during the economic impact assessment phase and was never formally gazetted.

As a private member’s Bill, this proposal has not yet undergone a formal socio-economic impact assessment (SEIAS). It must now be subjected to a desirability test by the relevant Parliamentary committee to determine if it will proceed through the legislative process. Historically, similar restrictive measures have faced significant opposition due to their potential impact on the advertising, media, and hospitality sectors.

What this means for you, your business, or your clients

  • For yourself: No direct individual compliance obligations at this stage; however, legal professionals should monitor the Bill’s progress to advise on future marketing compliance.
  • For your business: Marketing firms and media houses should review the risk profile of long-term liquor advertising contracts and sponsorship agreements in light of potential future prohibitions.
  • For your clients: Liquor manufacturers, distributors, and retailers must evaluate their current brand-building strategies and event sponsorships, as the Bill seeks to criminalise activities that promote liquor consumption.

Originally published at https://legalacademy.co.za/news/read/liquor-act-eff-tables-amendment-bill-curbing-advertising-promotions

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