The Rajasthan High Court has sought response of the State of Rajasthan and the Excise Department within a period of six weeks on a PIL against allegation of State inaction on the blatant and widespread promotion and advertisement commending, soliciting and offering the use of alcohol/beer by numerous restaurants, lounges, bars, pubs, etc., by various innovative and creative means in order to bypass and circumvent the applicable provisions of the Rajasthan Excise Act, 1950 and the Rajasthan Excise Rules, 1956 prohibiting the same in the State of Rajasthan.

A bench of Justice Mohammad Rafiq and Justice Narender Singh Dhaddha issued notice to the State of Rajasthan and the Department of Excise seeking their stand on the plea and listed the matter after six weeks. Rules 77-B,77-C and 77-CC prohibit the printing and publication of advertisements relating to alcohol/beer within the State of Rajasthan and it is the Petitioner’s claim that the aforesaid rules are being violated with impunity and the State Government is not taking any remedial measures in controlling this gross violation. 

Mr. Pankaj Thakuria and Mr. Ashish Sharma, Advocate for the Petitioner in the PIL has informed that it has been further claimed in the PIL that brands of alcohol such as Kingfisher Beer, Erdinger Beer. Heineken Beer, Bira, Breezer, Carlsberg Beer, Electra, Fosters, Mcdowells, Royal Challenge, Nine Hills, Jacobs Creek, etc are brazenly advertising and offering promotions through the restaurants, lounges, bars, pubs, etc to encourage consumption of alcohol and increase their sales.

It has been further claimed in the petition that all the above said brands are being promoted and offered in the State at discounts or on other attractive offers in order to lure the consumers to consume them in brazen violation of Rule 77B and 77CC of the Rules.

The Court’s intervention may have serious ramifications on the mode and manner in which alcohol brands are promoted and may have an impact on the sales in the longer run.

Read judgment here:

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