Running a pub in the UK isn’t just about pulling pints and keeping punters happy, it also means staying on the right side of the law. With so many existing it can be a minefield to navigate them.
One area that often causes confusion is drink promotions. What’s allowed? What’s not?
This post breaks it down into more basic digestible terms, simplifying some of the more complicated laws of drink promotion laws, so you can boost your trade without breaching or jeopardising your licence.
Just to clear it up straight away as I know lots of you arrive here looking for the answer specifically to this.
Is Happy Hour legal in a UK Pub?
Yes, you’ll be please to hear that happy hour is completely legal, providing you run it in such a way that adheres to the responsible drinking legislation set out by the government.
Key Takeaway
Getting drink promotions wrong and breaking the promotion laws, can result in fines up to £20,000, six months imprisonment, or loss of your licence. Understanding the rules is essential for every licensee.
Why the UK Law Regulates Drink Promotions
Drink promotions are excellent for business, but they require careful handling to prevent encouraging binge drinking, anti-social behaviour, or public disorder.
The government established strict regulations under the Licensing Act 2003, enforced through the Mandatory Licensing Conditions.
“The primary purpose of licensing law is to promote the licensing objectives, which include the prevention of crime and disorder, public safety, the prevention of public nuisance, and the protection of children from harm.”
Reference: Mandatory Licensing Conditions – gov.uk
What ISN’T allowed
These promotions are strictly banned across all licensed premises in England and Wales. Violations can result in severe penalties including substantial fines and losing your license.
✗ Drinking Games and Competitions
Any games that encourage customers to consume alcohol rapidly or in excessive quantities are prohibited. This includes:
- Speed drinking contests (“Down It!” challenges)
- Drinking games like “Centurion” or “Ring of Fire”
- Any activity that promotes competitive alcohol consumption
✗ Unlimited Alcohol Offers
Fixed-price deals offering unlimited alcohol consumption are banned when there’s a significant risk of excessive drinking. Examples include:
- “All you can drink for £20”
- Open bar arrangements with unlimited consumption
- Time-limited unlimited offers
✗ Alcohol as Prizes or Rewards
Offering alcohol as prizes for drinking activities is prohibited, particularly:
- “Buy 5 shots, get the 6th free” (if encouraging rapid consumption)
- Drinking competitions with alcohol rewards
- Loyalty schemes that reward excessive drinking
✗ Promoting Intoxication
Marketing materials cannot glamorize drunkenness or excessive drinking:
- Slogans like “Get smashed for a tenner!”
- Social media posts encouraging excessive consumption
- Advertising that portrays intoxication as desirable
✗ Direct Consumption Methods
Pouring alcohol directly into customers’ mouths is illegal (except for medical or disability accommodations):
- Body shots or similar activities
- “Prosecco guns” or similar devices
- Any direct pouring method
What IS allowed
Many promotions remain legal when managed responsibly and don’t encourage excessive drinking.
✓ Happy Hour Promotions
Contrary to popular belief, happy hour is not illegal in the UK. However, it must be conducted responsibly:
- Moderate discounts: Avoid extreme price reductions
- Reasonable duration: Avoid very short, intense promotional periods
- Balanced offerings: Promote food and non-alcoholic options alongside alcohol
- Proper monitoring: Ensure staff monitor customer consumption
✓ Bottomless Brunch Events
These events are permissible with proper management:
- Time limits: Typically 90-120 minutes maximum
- Food requirement: Substantial food must be served
- Staff supervision: Active monitoring of customer consumption
- Responsible service: Refusal of service when appropriate
✓ Organized Pub Crawls
Pub crawls are legal but require careful promotion and management:
- Avoid promotional language encouraging excessive drinking
- Coordinate with local authorities for large events
- Ensure responsible service throughout the event
- Provide clear guidelines to participants
Essential Legal Requirements for All Licensed Premises
Beyond promotions, every pub must comply with fundamental serving requirements:
Legal Serving Measures
| Beverage Type | Required Measures |
|---|---|
| Beer & Cider | Half pints and pints |
| Spirits | 25ml or 35ml single measures |
| Wine | 125ml must be available (alongside larger measures) |
Read more about the legal and correct measures for alcohol here.
Mandatory Free Water Provision
All licensed premises must provide free drinking water upon request. This is a legal requirement with no exceptions.
Refusing Service to Intoxicated Customers
Licensees are legally obligated to refuse service to customers who are clearly intoxicated. This protects both customers and your licence.
Staff Training Requirements
Ensure all staff understand:
- How to identify intoxicated customers
- Proper serving measures and procedures
- Legal requirements for promotions
- Responsible service practices
Best Practices for Responsible Promotions
Promotion Assessment Checklist
- Risk evaluation: Will this promotion encourage rapid or excessive consumption?
- Documentation: Keep detailed records of all promotional activities
- Staff briefing: Ensure all team members understand the promotion rules
- Alternative options: Include food and non-alcoholic beverages in every promotion
- Professional advice: Consult your local licensing officer when uncertain
Quick Legal & Illegal Promotions Table
| Promotion Type | Status | Key Considerations |
|---|---|---|
| Happy Hour (managed responsibly) | ✓ Legal | Avoid excessive discounts and short time frames |
| Drinking Games | ✗ Illegal | Strictly prohibited under licensing law |
| Unlimited Alcohol Offers | ✗ Illegal | Banned if significant risk of excessive drinking |
| Bottomless Brunch | ✓ Legal | Requires time limits, food service, and monitoring |
| Alcohol as Prizes for Drinking | ✗ Illegal | Cannot reward or encourage excessive consumption |
| Free Water Provision | ✓ Required | Mandatory by law upon request |
Balance Profit with Responsibility
Running successful drink promotions isn’t about eliminating fun—it’s about creating a responsible drinking environment that protects your customers, your community, and your business. The key is understanding the difference between promotions that encourage social drinking and those that promote excessive consumption.
Important Reminder
When in doubt, consult your local licensing officer. It’s better to seek clarification before implementing a promotion than to face penalties afterward. Your local authority can provide guidance tailored to your specific circumstances and venue.
By following these guidelines, you can create attractive promotions that boost your trade while maintaining your licence and ensuring customer safety. Remember, a successful pub builds its reputation on responsible service and customer care not just cheap drinks.
This article reflects current UK licensing law as of June 2025. Licensing regulations can change, so always verify current requirements with your local licensing authority or legal advisor.
Further Resources
- Mandatory Licensing Conditions (gov.uk)
- Legal Drink Measures Guidelines (gov.uk)
- Contact your local council’s licensing department for venue-specific advice
I’ve spent over 20 years in the pub trade, starting at 21 when a family friend mentored me as a trainee manager. Since then, I’ve run two bars in Spain, worked in countless pubs, and now manage my own in Lincolnshire, where we’ve earned several awards, including CAMRA’s Pub of the Season and Community Pub Hero at the Houses of Parliament. Running a pub comes with its challenges, and if I could go back, I’d tell myself to slow down and find a mentor. My goal is to keep bringing the community together, win more awards, and help others avoid the pitfalls I’ve faced. Got a question? Reach out—I’m here to help!
– Steve