Advertising

2 No person shall advertise or promote liquor or its sale or consumption except as authorized under these regulations.

Approval

3 (l) The Commission shall prescribe policy guidelines setting out the frequency, number, size, length and other criteria which all advertisements must meet.

(2) All advertisements shall be submitted to the Commission for approval in accordance with Commission policy, before they are published or communicated.

Approval - Other

4 Notwithstanding any provision of these regulations the Commission may approve a form of advertisement not expressly dealt with in these regulations, but nothing herein shall require or compel the Commission to approve any advertisement.

Brand Advertising

5 (l) A manufacturer may only advertise a brand or product

(a) by referring to

(i) trademarks'

(ii) brand names,

(iii) body labels,

(iv) established slogans,

(v) recipes, or

(vi) such other references as may be approved by the Commission; and

(b) by the use of copy descriptive of the merits of the brand product.

(2) Brand advertising shall not deal with the use and consumption of beer and wine generally' but shall be designed to draw attention to one or more brands of beer or wine by the use of language descriptive of those brands.

Events-Sponsorship-Prizes

6 (1) No manufacturer shall distribute any novelty or premium, be a sponsor of or be involved in any give-away program or point-of-sale article, unless approved by the Commission.

(2) A manufacturer shall not distribute a pamphlet or brochure unless the pamphlet or brochure is approved by the Commission.

(3) A manufacturer may sponsor or claim the sponsorship of a sports event or other event as approved by the Commission.

(4) A manufacturer may donate trophies and prizes for events approved by the Commission and have the name of the manufacturer engraved or otherwise shown on them.

(5) A manufacturer may donate money for scholarships, bursaries, fellowships and any other educational incentive or benefit program.

Media or Form

7 A manufacturer of liquor may only advertise in the specified print and media form which is authorized and documented in policy guidelines prescribed by the Commission.

Motor Vehicles

8 (1) A manufacturer shall not display any form of advertising, other than its corporate name, on any motor vehicle unless authorized by the Commission.

(2) A manufacturer may use a community service vehicle and display its corporate name thereon.

Public Service

9 (l) A manufacturer may advertise through an advertisement approved by the Commission as a public service advertisement.

(2) Public service advertising shall be

(a) a type of advertising that, in the Commission's opinion, supports worthwhile causes, other than sales campaigns;

(b) any advertisement in which the only reference to the advertiser or its product is the use of its company name or brand name with a slogan but without further words descriptive of the product.

Radio and Television

l0 An advertisement by a manufacturer on radio or television shall, in addition to complying with the regulations of the Canadian Radio and Television Commission, be restricted to the following classifications:

(a) brand advertising in accordance with Section 5 of these regulations;

(b) public service advertising in accordance with Section 9 of these regulations;

(c) corporate advertising in accordance with Commission policy guidelines.

Restrictions

11 No advertisement shall

(a) contain a personal endorsement of any liquor unless approved by the Commission;

(b) convey the impression that the consumption of liquor is necessary or helpful in obtaining any social prestige, business success, popularity or escape from personal problems;

(c) depict family scenes that in any way involve use of liquor, including any group of adults accompanied by children;

(d) encourage or promote the consumption of liquor by minors, or use wording that suggests misuse or its consumption in an immoderate way;

(e) indicate that liquor may be consumed in any way, manner or place prohibited by any federal, provincial or municipal law;

(f) make any claim, directly or indirectly, which implies or attributes to any liquor, either alone or as a mixture, any healthful, nutritive, dietary, curative, sedative, or stimulative quality or properties;

(g) portray drinking-party scenes which show immoderate or extreme use of liquor;

(h) refer in any way to persons who may be minors;

(i) state prices without Commission approval and without compliance with Commission policy guidelines.

Signs

12 No person shall use a sign advertising liquor unless the sign is approved by the Commission.