The California ABC today released an Industry Advisory that clarifies rules for online advertising and marketing. The guidance is helpful for businesses that want to establish virtual stores on the Internet.

According to the news release:

The ABC’s new Industry Advisory clarifies that advertisers and other “Third Party Providers” generally do not need a state license so long as a licensed California business controls the selection, pricing and sales transactions. The advisory clarifies that Internet advertising is akin to print, radio and television advertising, which are not considered "sales," and therefore do not require a state alcoholic beverage license.

“This is part of a continuing effort to make California a better place to do business by making rules clear to businesses that operate here,” said ABC Director Jacob Appelsmith. “We understand that private industry needs to make swift decisions and have confidence they are compliant with the law. Less complicated language is an essential tool to help alcoholic beverage licensees achieve this.”