Sponsor · State Senator, District 40 · Democratic/Working Families
Senate bill · S5388 (2025-26)
Relates to restricting advertisements for alcoholic beverages
Summary
Restricts advertisements for alcoholic beverages; requires an alcoholism hotline number on each advertisement; requires the State Liquor Authority to promulgate rules that require licensees to implement responsible drinking programs that include comprehensive employee trainings on responding to circumstances in which individuals present signs of alcohol abuse or suffering from the disease of alcoholism and requirements for such licensee or permit holder to assess, prevent, and address alcohol abuse by users under the age of thirty.
Your position on this bill
Not chosen yet
Where it stands
Assigned to a committee for review.
- Introduced
- In committee
- Up for a vote
- Passed one chamber
- Passed
- Enacted
New York State Senate
Same as A11335, the matching bill in the Assembly.
Amends the Alcoholic Beverage Control Law.
Committee
Investigations And Government Operations · New York State Senate
Purpose, from the sponsor's memo
Requires advertisements for alcoholic beverages to adhere to certain rules and regulations.
Filed with the bill. Read it on nysenate.gov (opens in a new tab)
The sponsor's argument
Why Pete Harckham says this is needed
According to The Behavioral Risk Factor Surveillance System, a survey developed by the Centers for Disease Control and Prevention and adminis- tered by the New York State Department of Health, almost 20% of New York adults have reported excessive alcohol use, either in the form of binge drinking or heavy drinking. Excessive alcohol use is the cause of over 4,000 deaths per year in New York State alone. As we continue to grap- ple with drastically heightened rates of substance abuse and reliance on alcohol in the wake of COVID-19, it makes sense to institute safeguards and warnings regarding consumable products that can be addicting. This is especially true for younger individuals who may be more persuadable and thus at risk for overconsumption. In order to combat this issue, more responsibility must be placed on advertisers to ensure New Yorkers are not being misled about the effects of alcohol, and are informed of the resources available for those struggling with alcohol use disorder.
This is the sponsor's own case for the bill, quoted from their memorandum. It is not Agora's description of what the bill does.
Full history
- May 11, 2026
Referred to committee
REFERRED TO ECONOMIC DEVELOPMENT
NY Assembly
- Jan 7, 2026
Referred to committee
REFERRED TO INVESTIGATIONS AND GOVERNMENT OPERATIONS
NY Senate
- Feb 21, 2025
Referred to committee
REFERRED TO INVESTIGATIONS AND GOVERNMENT OPERATIONS
NY Senate
About this record
- Summary
The summary comes from NY Open Legislation, the New York State Senate's public record. For more, see How we handle summaries.
- Source
From NY Open Legislation, the NY Senate and Assembly, and official rosters. This record was last updated Nov 2, 2026. About our data
Read the record
- Read on NY Senate (opens in a new tab) The official record on nysenate.gov.