In 1996, the CRTC revised the regulatory framework for the broadcast of alcoholic beverage advertising in Canada. As part of this framework, the Commission revised and strengthened its Code for Broadcast Advertising of Alcoholic Beverages. The Commission also directed the broadcasting industry to expand its efforts with respect to public service initiatives on alcohol abuse.

The CRTC’s resulting Code for Broadcast Advertising of Alcoholic Beverages contains 17 guidelines that outline what commercial messages for alcoholic beverages may and may not do. For example, such ads should not:

• be directed at persons under the legal drinking age
• attempt to influence non-drinkers of any age to drink, or to purchase alcoholic beverages
• contain an endorsement of an alcoholic product by any person, character or group who is (or is likely to be) a role model for minors
• imply that social acceptance, personal success, or business or athletic achievement may be acquired through consumption of the product
• attempt to establish the product as a status symbol, a necessity for the enjoyment of life, or an escape from life’s problems

Advertising Standards Canada (ASC) reviews alcohol advertisements before they are broadcast to ensure that they comply with the CRTC’s code. Any complaints regarding the content of such advertisements can be directed to the ASC, using the form on its Web site (see right sidebar).

CRTC’s Code for Broadcast Advertising of Alcoholic Beverages (Full Text)