**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 Ontario Alcohol and Gaming Commission

• Except for public service advertising, the holder of a license to sell liquor or a manufacturer of liquor may advertise or promote liquor or the availability of liquor only if the advertising:
• Is consistent with the principle of depicting responsibility in use or service of liquor;
  Promotes a general brand or type of liquor and not the consumption of liquor in general;
• Does not imply that consumption of liquor is required in obtaining or enhancing:
• Social, professional or personal success,
• Athletic prowess,
• Sexual prowess, opportunity or appeal,
• Enjoyment of any activity,
• Fulfilment of any goal, or
• Resolution of social, physical or personal problems.
• Does not appeal, either directly or indirectly, to persons under the legal drinking age, or is not placed in media that are targeted specifically at people under that age;
• Does not associate consumption of liquor with driving a motorized vehicle, or with any activity that requires care and skill or has elements of danger;
• Does not depict motorized vehicles in motion in advertising showing consumption of liquor, unless the motorized vehicle is a form of public transportation;
• Does not suggest any illegal sale, illegal purchase, illegal gift, illegal handling or illegal consumption of liquor.

For detailed information visit:
http://www.agco.on.ca/pdf/Non-Forms/3099B.e.pdf

Amendments current as of July 2007
Date of OMAC update: September 2009