Liquor & Gaming NSW (L&GNSW) has warned licensed venues about an emerging social media trend that sees influencers using QR codes to drink irresponsibly.

Recent reports have identified influencers sharing venue QR ordering codes with their followers, who then purchase food and drinks for delivery directly to their table. In some cases, followers are encouraged to order large quantities of alcohol that participants are challenged to consume.

Executive Director Regulatory Operations Dimitri Argeres said social media trends could quickly create new compliance risks for the hospitality industry.

“Social media can be a powerful marketing tool, but it should never be used to encourage excessive drinking or unsafe behaviour,” Argeres said.

“Whether alcohol is ordered at the bar or via a QR code, venues remain responsible for meeting their Responsible Service of Alcohol obligations and preventing intoxication.

“The emergence of QR code challenges highlights the need for strong systems and vigilant staff oversight to identify and manage risky consumption before harm occurs.”

Mr Argeres said QR ordering systems did not diminish a venue’s responsibility to monitor patron behaviour and intervene where necessary.

“Technology does not remove a venue’s legal obligations. Staff must actively monitor patrons and take appropriate action where alcohol consumption presents risks to safety or breaches RSA requirements.”

The regulator continues to monitor emerging online trends, including influencer marketing and user-generated content, as part of its 2026 regulatory priorities.

“The social media landscape is evolving rapidly, and our regulatory approach is evolving with it,” Argeres said.

“We expect venues to understand their obligations, identify emerging risks and take proactive steps to ensure their practices are lawful, responsible and consistent with community expectations.”