Beer promotional banner in Dahisar East sparks debate over liquor ad rules

A promotional banner advertising "Chilled Beer" and "Happy Hour" in Dahisar East, Mumbai, has sparked debate regarding the enforcement of liquor advertising regulations in public spaces.

A video circulating on Instagram showed the promotional banner, which featured images of beer alongside a contact number and the address of the shop. The display allegedly advertised special offers to attract consumers, leading to scrutiny over whether the promotion complies with state laws governing alcohol advertisements.

The advertisement has raised legal concerns under Section 24 of the Maharashtra Prohibition Act, 1949. The section restricts the printing, publication, display, or distribution of advertisements that solicit the use of or offer any intoxicant. Under the Act, the definition of liquor encompasses beer. Additionally, Section 73 of the legislation stipulates penalties for printing or publishing advertisements that contravene these statutory provisions.

According to the video, the promotional banner was subsequently taken down following the controversy. Photographs of the advertisement were also shared by local residents online.

The final decision on whether the banner violated statutory norms rests with the Maharashtra State Excise Department. As of now, the department has not issued any official statement regarding the incident.