SECTION NUMBER 1
DEFINITIONS
1.0 DEFINITIONS In
sections 2.0 to 15.0:
1.1 'advertisement' means an
announcement, display or notice concerning beverage
alcohol;
1.2 'educational message'
means one which:
1.2.1 promotes
public awareness of Saskatchewan's liquor laws;
1.2.2 promotes moderation
and responsible use of alcohol;
1.2.3 promotes awareness
of alcohol abuse and the consequences of
over-consumption; or
1.2.4 demonstrates the
consequences of drinking and driving;
1.3 'manufacturer' means a
person or corporation which produces beverage alcohol for
sale and includes a director, officer, employee or agent of
such a person or corporation;
1.4 'publish' includes
exhibit, display, distribute, print and
broadcast.
1.5 'permitted premises'
means the premises with respect to which a Restaurant
Permit, Tavern Permit or Special Use Permit is
issued.
1.6 'permittee' means a
person who holds a permit and who is named in the
permit.
SECTION NUMBER 2
AUTHORITY APPROVAL
2.0 No manufacturer
shall:
2.1 publish or cause to be
published an advertisement without the prior approval of the
Authority;
SECTION NUMBER 3
AUTHORITY APPROVAL
3.0 A manufacturer
may:
3.1 advertise beverage
alcohol, its sale or consumption only in accordance with
this policy.
SECTION NUMBER 4
BILLBOARD ADVERTISING
4.0 A manufacturer
may:
4.1 advertise on outdoor
billboards and transit shelters, permitting only educational
messages;
4.2 advertise in the
concourse area of airports, train stations, bus terminals,
movie theatres and shopping malls, permitting only
educational messages.
SECTION NUMBER 5
SPONSORSHIP
5.0 A manufacturer
may:
5.1 furnish the holder of a
special occasion permit with equipment for the purpose of
dispensing liquor;
5.2 sponsor community,
sporting and musical events and persons participating in any
such event;
5.3 provide trophies, prizes
and crests for any person or event sponsored by the
manufacturer pursuant to clause 5.2;
5.4 donate, with the
approval of the Authority, money for scholarships,
bursaries, fellowships and any other educational incentive
or benefit program;
5.5 donate trophies and
prizes for events approved by the Authority and having the
name of the manufacturer engraved or otherwise shown on
them.
SECTION NUMBER 6
TOURS
6.0 A manufacturer may
provide tours of his place of business.
SECTION NUMBER 7
LISTED PRODUCTS
7.0 The
Authority:
7.1 may, in its discretion
but subject to this policy, grant or refuse to grant its
approval pursuant to subsection 2.1.
7.2 shall not approve any
advertisement unless the manufacturer's products are listed
with and sold by the Authority.
SECTION NUMBER 8
SIGNAGE ON MANUFACTURERS PREMISE
8.0 A manufacturer may
publish an advertisement:
8.1 by way of signs on the
premises of a brewery, distillery or winery;
8.2 by displaying only its
corporate name, brand name and emblem or insignia on motor
vehicles operated by or on behalf of the
manufacturer;
8.3 in a printed program for
an event or in a similar publication where the only
reference to the manufacturer or his products is the use of
its corporate or brand names and emblem or
insignia;
8.4 by way of promotional
gifts where the only reference to the manufacturer or its
product is the use of its corporate or brand names and
emblem or insignia; or
8.5 by way of banners,
scoreboards, ticket backs at sporting events sponsored by
the manufacturer.
8.6 By way of rinkboards at
sporting events sponsored by the manufacturer, where the
only reference to the manufacturer or his products is the
use of its corporate name and emblem or insignia.
SECTION NUMBER 9
PRINT ADVERTISING
9.0 With the approval of the
Authority, a manufacturer may:
9.1 publish advertisements
by way of attachments to the bottle or package containing
the liquor or enclosures in the package;
9.2 advertise by way of
distributing recipe booklets and notice of
contest;
9.3 publish in bona fide
newspapers, advertisements of a public service nature which
support charitable, educational or cultural campaigns in
which the only reference to the manufacturer or its products
is the use of its corporate name and emblem or
insignia;
9.4 publish advertisements
in bona fide newspapers, provided that:
9.4.1 no
advertisement exceeds one half page;
9.4.2 only one
advertisement by that manufacturer appears in any one
issue of a newspaper.
9.5 distribute any novelty
or premium, be a sponsor of, or be involved in any give-away
program, or point-of-sale article;
9.6 publish advertisement in
bona fide magazines and periodicals, provided
that:
9.6.1 no
advertisement exceeds one side of one page;
9.6.2 no more than two
advertisements per manufacturer are contained in any one
issue of the magazine or periodical;
9.6.3 no advertisement is
printed on the front of the outside cover of the magazine
or periodical; and
9.6.4 no advertisement is
published by way of a foldover, supplement or
insert.
SECTION NUMBER 10
MEDIA ADVERTISING
10.0 With the approval of
the Authority a manufacturer may advertise beer; wine; or
coolers containing 7% or less alcohol by volume.
10.1 With the approval of
the Authority a manufacturer may advertise beer, wine or
coolers on television, provided that the advertising, except
on network programs:
10.1.1 does not
result in more than two advertisements of beer, wine or
coolers per hour per station;
10.1.2 is limited to not
more than 60 seconds in duration per advertisement;
and
10.1.3 is limited to not
more than 120 seconds per hour per station.
10.2 Advertisements on
television shall not be broadcast at a time when the
audience is likely to be composed primarily of
minors.
10.3 With the approval of
the Authority, a manufacturer may advertise beer, wine or
coolers on radio, provided that the advertising shall be
limited to:
10.3.1 not more
than 60 seconds in duration per advertisement.
10.4 Notwithstanding
subsections 10.1 and 10.2, a manufacturer may, with the
approval of the Authority publish advertisements for beer,
wine and coolers as notifications of sponsorship at the
beginning or ending of a program where:
10.4.1 the
advertisement does not exceed 10 seconds in length;
and
10.4.2 the only reference
to the manufacturer or its products is the use of its
corporate or brand names and emblem or
insignia.
SECTION NUMBER 11
EDUCATIONAL CONTENT
11.1 The Authority shall not
approve advertising by a manufacturer on radio or television
or in newspapers unless the Authority is satisfied that an
amount of time or space equal to 15% of the total amount of
time or space the advertisements are to be published by that
manufacturer on radio or television or in newspapers, as the
case may be, will be devoted to educational
messages.
11.2 Subject to any
direction of the Authority to the contrary, education
messages shall be published:
11.2.1 in the case
of radio or television, at times during which
advertisements are broadcast;
11.2.2 in the case of
newspapers, in the same issue of the newspaper in which
the advertisement appears;
11.3 Where a manufacturer
fails to comply with this section, the Authority may suspend
publication of all or any advertisements of that
manufacturer, and, in such a case, the manufacturer shall
not publish or cause to be published any such
advertisement.
SECTION NUMBER 12
ADVERTISING APPROVAL
12.0 A request for approval
of an advertisement must be submitted to the Authority at
least ten (10) days before the day on which the
advertisement is to be published for the first time and
shall be accompanied by:
12.1 In the case of radio
advertisement:
12.1.1 the approval
of the Canadian Radio and Television Commission;
12.1.2 two copies of the
proposed radio script of the proposed advertisement and
educational messages;
12.1.3 a description of
proposed background music or sounds for the proposed
advertisement and educational messages; and
12.2 In the case of
television advertisement:
12.2.1 the approval
of the Canadian Radio and Television Commission;
12.2.2 two copies of the
proposed audio copy, video description and comprehensive
story-board of the proposed advertisement and educational
messages;
12.2.3 prior to
broadcasting, a video tape in a format acceptable to the
commission of the proposed advertisement and educational
messages;
and
12.3 In a case other than
one described in clause 12.1 and, 12.2 two copies of the
proposed advertisement and any required educational
messages.
12.4 The items described in
subclause 12.1.2, 12.1.3 and 12.2.2 may be submitted for
preliminary approval by the Authority.
12.5 An approval given under
this section may be withdrawn in the absolute discretion of
the Authority, upon reasonable notice to the manufacturer,
and, in such a case, no manufacturer shall publish or cause
to be published such an advertisement.
SECTION NUMBER 13
ADVERTISING APPROVAL
13.0 The Authority shall not
approve an advertisement where, in its opinion, the
advertisement:
13.1 encourages the use or
consumption of beverage alcohol;
13.2 contains family scenes,
drinking scenes or scenes involving minors;
13.3 associates the use of
beverage alcohol with activities prior to or in conjunction
with the operation of a motor vehicle, aircraft, board or
snow vehicle or any other motor driven vehicle;
13.4 associates the use of
beverage alcohol with activities prior to or in conjunction
with activities involving skill or elements of physical
danger;
13.5 claims that beverage
alcohol causes any healthful effects or benefits;
13.6 conveys the impression
that beverage alcohol is an important or necessary element
of any activity or that it may be necessary or helpful in
obtaining any social prestige, popularity, personal or
business success or achievement or escape from personal
problems;
13.7 creates the impression
that beverage alcohol may be used or consumed in a way or
manner prohibited by law;
13.8 states prices;
or
13.9 contains any personal
endorsement of beverage alcohol by any person who may be a
role model for minors.
SECTION NUMBER 14
SASKATCHEWAN PROMOTION
14.0 The Authority may, as a
condition of approval, require that an
advertisement:
14.1 promote Saskatchewan;
or
14.2 be produced using
resources available in Saskatchewan.
SECTION NUMBER 15
BRAND ADVERTISING
15.0 A Permittee
may:
15.1 use devices such as
tent cards, posters, brand identification on signage, to
promote a particular brand of beverage alcohol, within the
permitted premises.
15.2 feature a special
hourly, daily or weekly promotion of a particular brand of
beverage alcohol.
15.3 display the Brewery
brand of the draft beer which is on tap by placing at the
tap or in a prominent position at the bar, a card, plaque or
similar display bearing the name of the Brand of Draft beer
which is on tap.
15.4 display the name of the
house brand of beverage alcohol by placing in a prominent
position at the bar, a card, plaque, or similar display
bearing the name of the brand of beverage alcohol offered as
the house brand.
SECTION NUMBER 16
PERMITTEE ADVERTISING
16.0 Permittees may
advertise the fact that the premise in all media
advertising. Words such as bar, saloon, pub, etc. may also
be used in ads.
SECTION NUMBER 17
EXTERIOR SIGNS
17.0 Permittees
may:
17.1 erect a projecting sign
or signs on the exterior of a building in which a permitted
outlet is located or on the property on which such a
building is situated subject to the following:
i) prior to
installation, the Authority shall give written approval
to the size, type, location and contents of the
sign(s).
ii) where required, the
permittee shall obtain a permit or the approval of the
municipal authority for the erection of the
sign(s).
17.2 on exterior signs,
located on the building or on the property which houses the
permitted outlet use of terms such as the following is
permitted:
i) pub, tavern,
saloon, bar, beverage room, beer parlour, wine bar,
cocktail lounge, dining room, restaurant or family
restaurant.
17.3 for outlets with
off-sale endorsement, use of terms such as the following is
permitted:
i) off-sale, ice
cold beer, cold beer, 6's, 12's, 24's, wine, coolers,
kegs off-sale, or various combinations of the
same.
ii) prices for off-sale
may be shown on exterior sign.
17.4 for outlets with the
applicable permit and/or endorsement, use of terms such as
the following is permitted:
i) brew pub,
neighbourhood pub or club.
17.5 Diagrams of bottles,
glasses or mugs are permitted on exterior signs provided
that there is not beverage alcohol brand
identification.
SECTION NUMBER 18
POLICY
18.0 Nothing in this policy
shall be construed as requiring any person to accept any
advertisement for publication.
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