27 CFR § 6.96 - Consumer promotions.

---
identifier: "/us/cfr/t27/s6.96"
source: "ecfr"
legal_status: "authoritative_unofficial"
title: "27 CFR § 6.96 - Consumer promotions."
title_number: 27
title_name: "Alcohol, Tobacco Products and Firearms"
section_number: "6.96"
section_name: "Consumer promotions."
chapter_name: "ALCOHOL AND TOBACCO TAX AND TRADE BUREAU, DEPARTMENT OF THE TREASURY"
subchapter_number: "A"
subchapter_name: "ALCOHOL"
part_number: "6"
part_name: "“TIED-HOUSE”"
positive_law: false
currency: "2026-03-24"
last_updated: "2026-03-24"
format_version: "1.1.0"
generator: "[email protected]"
authority: "15 U.S.C. 49-50; 27 U.S.C. 202 and 205; 44 U.S.C. 3504(h)."
regulatory_source: "T.D. ATF-74, 45 FR 63251, Sept. 23, 1980, unless otherwise noted."
cfr_part: "6"
---


# 6.96 Consumer promotions.

(a) *Coupons.* The act by an industry member of furnishing to consumers coupons which are redeemable at a retail establishment does not constitute a means to induce within the meaning of section 105(b)(3) of the Act, provided the following conditions are met:

(1) All retailers within the market where the coupon offer is made may redeem such coupons; and

(2) An industry member may not reimburse a retailer for more than the face value of all coupons redeemed, plus a usual and customary handling fee for the redemption of coupons.

(b) *Direct offerings.* Contest prizes, premium offers, refunds, and like items may be offered by industry members directly to consumers. Officers, employees and representatives of wholesalers or retailers are excluded from participation.

[T.D. ATF-74, 45 FR 63251, Sept. 23, 1980, as amended by T.D. ATF-364, 60 FR 20423, Apr. 26, 1995; T.D. TTB-196, 89 FR 87935 Nov. 6, 2024]