Agencies | Governor
Virginia Regulatory Town Hall
Virginia Alcoholic Beverage Control Authority
Virginia Alcoholic Beverage Control Board of Directors
Advertising [3 VAC 5 ‑ 20]
Action is Exempt from Article 2 of the Administrative Process Act
Use of Athletes and Novelty and Specialty Items
General Information
Action Summary The Alcoholic Beverage Control Board intends to amend 3 VAC 5-20-10, which generally sets forth the restrictions on alcoholic beverage advertising in the Commonwealth. The contemplated amendment would modify current restrictions on the use of athletes or athletic teams in such advertising, allowing wine and beer licensees to display point-of-sale advertising materials incorporating the use of professional athlete and athletic teams. This action is necessary to resolve a conflict between the current regulation and Chapter 361 of the 2001 Acts of Assembly. The Board also intends to amend 3 VAC 5-20-60 to increase from $5.00 to $10.00 the maximum wholesale value of novelty and specialty items bearing alcoholic beverage advertising, which may be given away by alcoholic beverage manufacturers, importers, bottlers, brokers, wholesalers, or their representatives. The allowable value has not increased since 1991.
Chapters Affected Only affects this chapter.
Executive Branch Review This Action is exempt from Article 2 of the Administrative Process Act. The normal executive branch review process is not required. As such, it can be submitted directly for publication and is effective upon publication.
RIS Project No project yet assigned to this action
New Periodic Review This action will not be used to conduct a new periodic review.
Stages associated with this regulatory action.
Stage ID Stage Type Status
1196 NOIRA Stage complete. No comment period held.
1535 Proposed Stage complete. No comment period held.
3916 Final Stage complete. This regulation became effective on 08/28/2002.
Contact Information
Name / Title: Sara M. Gilliam  / Assistant Secretary
Address: 2901 Hermitage Road
Post Office Box 27491
Richmond, VA 23261
Email Address:
Phone: (804)213-4440    FAX: (804)213-4411    TDD: (804)213-4687