Liquor & Gaming NSW (L&GNSW) is warning licensed venues about emerging social media trends that may contribute to alcohol-related harm and undermine responsible service obligations. The state’s regulator is responding to reports of QR code ‘challenges’ promoted through social media content and influencer-driven campaigns that encourage excessive alcohol consumption in licensed venues. Executive Director Regulatory Operations for L&GNSW Dimitri Argeres warned social media trends could quickly create new compliance risks for industry. “Social media can be a powerful marketing tool, but it should never be used to encourage excessive drinking or unsafe behaviour,” said Argeres. “The social media landscape is evolving rapidly, and our regulatory approach is evolving with it,” said Argeres.