Appendix 2: Registrar’s Guidelines for Advertising and Promotion

Liquor Advertising Guidelines – Liquor Sales Licensees and Manufacturers


In accordance with the Interim Standards, no one may advertise or promote liquor or the availability of liquor unless the advertising is conducted in accordance with the guidelines related to advertising issued by the Registrar.

These guidelines focus on specific concerns regarding advertising liquor. The notes following each guideline assist in interpretation and are by no means exhaustive in their scope.

It is the responsibility of manufacturers and liquor sales licensees to ensure that advertising carrying their business or brand name, or endorsed by them, falls within the parameters set out in the regulations and in these guidelines.

Advertising that is beyond the permissible scope may result in regulatory action including the issuance of an order of cessation by the Registrar. Violations of the LLCA, the regulations enacted thereunder or standards and requirements established by the Registrar may result in compliance or enforcement action.

Proposed advertising should be considered on the basis of both the express as well as any implied message that is conveyed. The guidelines apply to all aspects of the advertisement such as the more obvious copy, graphics, lyrics, script and video, as well as the less obvious but influential aspects such as background music, voice inflection, etc.

Manufacturers and liquor sales licensees are responsible for all advertising (including merchandise) bearing their identification including corporate or brand identification that is displayed or distributed by any person. This will include all authorized advertising done on a manufacturer’s or sales licensee’s behalf. The manufacturer or liquor sales licensee is not responsible where it has not authorized advertising and has been diligent in its efforts at stopping the advertising once it has become aware of it. The manufacturer or liquor sales licensee must show it has exercised reasonable care and employed suitable precautions to ensure compliance.

Interpretations of the guidelines may be published from time to time.