Licensed venues are on high alert as a dangerous social media trend sees influencers broadcasting digital ordering codes to solicit rounds of drinks from thousands of online followers.
Liquor & Gaming NSW warned the practice could trigger severe breaches of responsible service of alcohol laws and had fuelled concerns over a spike in alcohol-related harm within the state's nightlife hubs.
Challenges typically involve social media influencers sharing their table's QR code for ordering online while at a venue.
Their followers are then encouraged to purchase food and drinks through the venue's ordering system, with items delivered directly to the influencer's table.
The aim of the challenge is for participants to consume everything ordered, which can include significant quantities of alcohol.
Liquor & Gaming NSW executive director of regulatory operations Dimitri Argeres said the behaviour could rapidly escalate consumption levels and presented a clear risk of intoxication and associated harm.
"Social media can be a powerful marketing tool, but it should never be used to encourage excessive drinking or unsafe behaviour," he said.
"Whether alcohol is ordered at the bar or via a QR code, venues remain responsible for meeting their Responsible Service of Alcohol obligations and preventing intoxication."
In one challenge shared on Instagram, two influencers were sent at least eleven rounds of drinks by their followers at a venue near the Sydney Opera House.
Their video showed venue staff questioning why so many drink orders were coming through, before more drinks were sent to the table.
The duo were finally cut off after the 11th round of drinks.
Mr Argeres said QR ordering systems did not diminish a venue's responsibility to monitor patron behaviour and intervene where necessary.
He said the regulator continued to monitor emerging online trends, including influencer marketing and user-generated content, as part of its 2026 regulatory priorities.
"The social media landscape is evolving rapidly and our regulatory approach is evolving with it," he said.
"We expect venues to understand their obligations, identify emerging risks and take proactive steps to ensure their practices are lawful, responsible and consistent with community expectations."
The QR code challenge is not the first viral alcohol craze to hit the internet - as far back as 2014, people posted videos of others chugging beer online.
Patrons at the time filmed themselves downing alcohol and nominating someone to continue the game, and posted their videos on Facebook.
Participants were often dared to outdo the exploits of those who nominated them as part of the craze, called NekNominate and said to have started in Australia.
