Training Modules
Advertising, Selling Online & Inducements
Advertising and Promotional Restrictions
Except for public service advertising, retailers may only advertise or promote alcohol if the advertising or promotion depicts the responsible use and sale of beer, wine, cider and ready-to-drink beverages. In no way should advertisements promote excessive consumption, or make claims that alcohol is healthy, nutritive, curative, etc.
Advertisements cannot appeal to or target minors, nor can the advertisement suggest that alcohol enhances physical, sexual, social or professional success, or enhances the enjoyment or fulfilment of any activity.
Depictions of operating a motorized vehicle, a vehicle in motion or other ways of associating the consumption of alcohol with driving a motor vehicle is prohibited.
Advertising cannot suggest the illegal sale, purchase, handling, or consumption of alcohol.
Finally, advertisements cannot promote the use of loyalty/reward points discounting the purchase of alcohol, nor can an advertisement promote free or discounted merchandise contingent on the purchase of alcohol (thought, the purchase of merchandise discounting alcohol is allowed).
Online Sales
Licensed retailers are permitted to sell alcohol online, however, there are several requirements to selling online. Alcohol must be sold in a dedicated section of the website or application, with no other products made available for purchase in that section of the website/application. Further, any advertisements for alcohol online must only be shown in the dedicated section of the website/application. Finally, any sale conducted online must come from the supplied inventory of the licensed store.
Inducements
Grocery and convenience store licensees cannot directly or indirectly request, demand or receive a financial or non-monetary benefit in Ontario or in any other jurisdiction from a liquor manufacturer or from a person acting on the manufacturer’s behalf. For example, retailers receiving something in exchange for shelf space, product listing, merchandising, marketing, or promotion is prohibited. Agreements restricting a manufacturer’s ability to sell its liquor in other stores are also prohibited. Agreements with a liquor manufacturer that guarantees shelf space at the grocery or convenience store or a product listing for the manufacturer’s liquor or that guarantees any merchandising, marketing or promotional opportunities is also prohibited.
A grocery or convenience store cannot offer a brand of liquor for sale if they or any of their affiliates has a direct or indirect financial interest in the brand or in a trademark under which the brand is marketed.
