Ch. 6

LAWS OF MARYLAND

$30, advertising the beer or malt beverage products of a
particular wholesaler or brewer to the holder of any retail
license issued under the provisions of this article. The sign,
display, or other form of advertisement must contain brand
identifiable advertising matter that is prominent, permanent, and
equal to the life and value of the utilitarian character of the
advertising item. Except as provided for, a retail dealer may not
accept, receive or make use of any money, gift, sign or display
furnished by any manufacturer or wholesaler, or any distiller,
brewer, rectifier, nonresident dealer, blender or bottler, or
become indebted to any person except for the purchase of
alcoholic beverages and allied products purchased for resale. It
shall be unlawful also for any manufacturer, distiller,
nonresident dealer, rectifier, blender or bottler, or wholesaler
of alcoholic beverages other than beer and malt beverages to
furnish any sign, display or other form of advertisement of value
except as hereinafter provided. Signs, posters, placards,
devices, graphic displays, bearing advertising matter or any
other forms of advertising for use in windows or elsewhere on a
retail liquor establishment may be given or furnished to. a
retailer by a brandowner who is engaged in the business as a
distiller, nonresident dealer, rectifier, blender, bottler or
wholesaler of alcoholic beverages other than beer and malt
beverages provided:

(1)  The utilitarian value is secondary and only
incidental to the value as an advertisement, and provided:

(2)  The total value of any item furnished by any
brandowner for each of its individual brands for use in any one
retail establishment at any one time does not exceed the sum of
$75 for each individual brand, and provided:

(3)  The cost of installation of these materials does
not exceed that which is usual and customary in that particular
locality.

In lieu of premanufactured advertising material, materials
and labor may be furnished by a brandowner for the custom
manufacture of an advertising display not exceeding $75 which is
temporary in nature and has no other utilitarian value. A
manufacturer or nonresident dealer or brandowner may not
undertake any plan or design which directly or indirectly results
in the purchase of advertising materials or supplies or
advertising services by any wholesale or retail licensee; neither
shall a wholesale or retail licensee participate directly or
indirectly in any transaction in which he pays for or shares in
the cost for any of the value of the advertising materials,
supplies, services, or mailing expenses utilized to promote a
brandowner's products; nothing contained herein is intended to
prevent a wholesale licensee from furnishing [brandowners]
BRANDOWNERS, as defined, with display materials and installation
services at charges, computed at not less than the fair market

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