Liquor advertising

All liquor licensees in British Columbia - this includes bars, pubs, restaurants, licensee retail stores, wineries, breweries and distilleries - are allowed to advertise their products, but they must comply with Liquor Control and Licensing regulations.

For example, licensees may put up signs to advertise their establishments or products, place advertisements in newspapers, magazines and periodicals, or on television, radio or the Internet, and publish pamphlets and brochures. These signs and advertisements may include liquor prices (including specials), hours of sale and the names of liquor manufacturers or brands. They may not:

• encourage people to drink liquor or to drink irresponsibly (ads that mention price must take this into account; if a licensee's price advertising encourages or results in patrons drinking to excess, the Liquor Control and Licensing Branch can prevent the licensee from including liquor prices in future advertising)
  
  
• show people drinking liquor, or anyone who is either intoxicated or behaving irresponsibly or illegally
  
  
• associate liquor with driving
  
  
• be directed at minors or placed in locations used or visited mostly by minors, such as video arcades and playgrounds
  
  
• depict liquor as:
  
  
  • one of life's necessities
  • key to social acceptance or personal success
  • central to the enjoyment of an activity, or
  • a status symbol.

In addition:

• ads for bars and winery lounges may not use pictures of minors (in BC, that's anyone under the age of 19), or of personalities, images or activities that may appeal to minors
  
  
• ads for bars, winery lounges and restaurants may not show people with liquor, unless the people have food in front of them
  
  
• ads for restaurants must make clear that serving food is the restaurant's primary purpose
  
  
• ads for companies that make beer, wine or spirits may name a liquor store, bar or restaurant where the product is sold, and
  
  
• ads for companies that make beer, wine or spirits may not be shown on a theatre screen before a movie, if the movie being presented is primarily for a young audience.

If a liquor ad concerns you

If you see a liquor ad that seems out of line with the Liquor Control and Licensing regulations, please write, call or e-mail:

Liquor Control and Licensing Branch
Ministry of Public Safety and Solicitor General
PO Box 9292 Stn Prov Govt
Victoria, BC V8W 9J8
Tel: (250) 387-1254 in Victoria
Toll-Free: 1-866-209-2111
E-mail: lclb.lclb@gems 4.gov.bc.ca

We will need you to describe the ad - what it was about, where or when you saw it, and what caused you concern.

We will investigate all complaints, and, if we discover the ad violates regulations, we may take enforcement action, such as suspending the licensee's advertising privileges.