**The information contained in the Out-of-Home Advertising Guidelines (the “Guidelines”) is being provided for general information purposes only. The information in the Guidelines does not constitute legal or other professional advice or an opinion of any kind. Readers are advised to seek specific legal advice by contacting their own legal counsel regarding any of the information contained herein including, but not limited to, legislative interpretation or specific legal issues. OMAC does not warrant or guarantee the quality, accuracy or completeness of any information provided. Moreover, the information in the Guidelines that refers to third party information, including but not limited to government legislation, should not be relied upon as accurate, timely or fit for any particular purpose. Stated simply, readers should consult their legal counsel before undertaking or accepting any advertising to ensure legal obligations and interpretations are accurate.
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Governed by the Alberta Gaming and Liquor Commission
- Advertising must be within the limits of good taste and propriety.
- It is the licensee’s responsibility to ensure that all advertising is accurate and verifiable.
- Advertising should encourage the legal, moderate and safe consumption of liquor and
discourage abusive drinking patterns. - Advertising must not encourage non-drinkers to consume.
- Advertising may not:
- encourage or promote the irresponsible use, consumption or service of liquor
depict excessive or prolonged consumption of liquor; - promote the consumption of liquor as being beneficial to health or personal well being
- convey the impression that the consumption of liquor will improve an individual’s status or standing.
- Advertising must not be targeted at minors.
- Advertising may not be used to disparage another company, business or product.
- Except as specifically prohibited by these policy guidelines, advertising in any medium will be permitted (including television, radio, Internet, newspapers, magazines, flyers,
billboards, transit shelters, inflatables, commercial vehicles or corporate vehicles). - Advertising may refer to price unless otherwise stated elsewhere in these guidelines.
- Brand advertising may only be undertaken by a liquor supplier, or a manufacturer’s offsale licensee. References to brand advertising are not applicable to special event licensees.
- Advertising campaigns which promote the "responsible use" of liquor are highly
recommended and supported by the AGLC. - Public service or community advertising which uses corporate or brand identification is
permitted. - Cooperative advertising between a liquor supplier or liquor agency and a licensee is not permitted.
- A liquor supplier or liquor agency is not permitted to pay any of the advertising costs incurred by a licensee, either directly or indirectly.
For detailed information, visit
http://www.aglc.ca/pdf/handbooks/suppliers_agencies_reps.pdf
Amendments current as of January 2009
Date of OMAC update: September 2009