Puducherry: Cracking down on violations of liquor advertising regulations, the Puducherry excise department has sealed a resto bar and a liquor shop for releasing social media promotional videos offering gimmicky, unlimited alcohol schemes inspired by a Tamil film. The action followed after the department received complaints that promotional videos were circulated across Instagram and Facebook aimed at attracting weekend tourists and liquor enthusiasts.A liquor shop in town released an advertisement making bizarre claims that “Drinking tender coconut in the heat is good, but you can’t drink more than two. Drinking buttermilk in excess will ruin your stomach. So, do you want unlimited beer? Come to us! For ₹1,200, drink as much beer as you want—provided you don’t use the restroom in between!” The challenge was modelled after a comedy sequence in the movie, ‘Singapore Saloon’.Similarly, another liquor outlet was found circulating similar promotional videos offering discounted offers and incentives to lure customers. An excise team raided the two outlets and sealed the establishments for violating liquor advertising norms.“Under the Puducherry Excise Act, liquor shops, bars and restaurants are strictly prohibited from advertising liquor brands or their premises through social media platforms as well as through influencers. We received reports that certain establishments were flouting these rules. Deputy Commissioner (Excise) Mathew Francis ordered an inspection. We inspected the two outlets and found that both had violated excise regulations by publishing promotional advertisements on social media to attract customers. The team immediately sealed the two outlets,” said tahsildar (excise) M Rajesh Khanna.The excise department issued formal show-cause notices to the management of the two outlets, demanding an explanation for violating excise regulations. The excise authorities ordered the immediate removal and deletion of all promotional videos and posts from social media platforms. The Union Territory of Puducherry relies heavily on excise revenue, resulting in a high density of restobars and liquor outlets in the territory.
