3VAC5-20-100: Advertising; sponsorship of public events; restrictions and conditions

A. Generally. Alcoholic beverage advertising in connection with the sponsorship of public events shall be limited to sponsorship of conservation and environmental programs; professional, semi-professional, or amateur athletic and sporting events; and events of a charitable or cultural nature by distilleries, wineries, breweries, importers, and bottlers.

B. Restrictions and conditions.

1. Any sponsorship on a college, high school, or younger age level is prohibited;

2. Cooperative advertising, as defined in 3VAC5-30-80, is prohibited;

3. Awards or contributions of alcoholic beverages are prohibited;

4. Advertising of alcoholic beverages shall conform in size and content to the other advertising concerning the event and advertising regarding charitable events shall place primary emphasis on the charitable fundraising nature of the event;

5. A charitable event is one held for the specific purpose of raising funds for a charitable organization that is exempt from federal and state taxes;

6. Advertising in connection with the sponsorship of an event may be in any media, such as print media, the Internet or other electronic means, television, or radio; by direct mail or flyers to consumers; on programs, tickets, and schedules for the event; on the inside of licensed or unlicensed retail establishments; and at the site of the event;

7. Advertising materials as defined in 3VAC5-30-80 M, table tents as defined in 3VAC5-30-60 A, and canisters are permitted;

8. Prior written notice shall be submitted to the Virginia Alcoholic Beverage Control Authority describing the nature of the sponsorship and giving the date, time, and place of it;

9. Manufacturers may sponsor public events; and

10. Wholesalers may only cosponsor charitable events with manufacturers.