Liquor & Gaming NSW (L&GNSW) is warning licensed venues about emerging social media trends that may contribute to alcohol-related harm and undermine responsible service obligations.
The regulator is responding to reports of QR code ‘challenges’ promoted through social media content and influencer-driven campaigns that encourage excessive alcohol consumption in licensed venues.
Recent reports have identified influencers sharing venue QR ordering codes with followers, who then purchase food and drinks for delivery directly to their table. In some cases, followers are encouraged to order large quantities of alcohol that participants are challenged to consume.
New compliance risks
Executive Director Regulatory Operations Dimitri Argeres said social media trends could quickly create new compliance risks for industry.
‘Social media can be a powerful marketing tool, but it should never be used to encourage excessive drinking or unsafe behaviour,’ Mr Argeres said.
‘Whether alcohol is ordered at the bar or via a QR code, venues remain responsible for meeting their Responsible Service of Alcohol obligations and preventing intoxication.
‘The emergence of QR code challenges highlights the need for strong systems and vigilant staff oversight to identify and manage risky consumption before harm occurs.’
Mr Argeres said QR ordering systems did not diminish a venue’s responsibility to monitor patron behaviour and intervene where necessary.
Technology does not remove legal obligations
‘Technology does not remove a venue’s legal obligations. Staff must actively monitor patrons and take appropriate action where alcohol consumption presents risks to safety or breaches RSA requirements.’
The regulator continues to monitor emerging online trends, including influencer marketing and user-generated content, as part of its 2026 regulatory priorities.
‘The social media landscape is evolving rapidly, and our regulatory approach is evolving with it,’ Mr Argeres said.
‘We expect venues to understand their obligations, identify emerging risks and take proactive steps to ensure their practices are lawful, responsible and consistent with community expectations.’
L&GNSW will continue monitoring online content and undertake educative and compliance action where necessary to address unlawful or harmful practices.
For more information about L&GNSW’s Strategy and Regulatory Priorities, visit the Hospitality and Racing Strategy 2026-28 webpage.
For further information and practical guidance visit the management of intoxicated patron on licensed premises webpage.
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