Liquor Laws in BC
When creating offers or doing quality checks for partners primarily in the ‘Food + Drink’ loop, it is important to align the offers to the BC Liquor Laws. All liquor advertising must comply with:
Liquor Control and Licensing Regulation, [http://www.bclaws.ca/civix/document/id/complete/statreg/241_2016] ; and
the Canadian Radio-television and Telecommunications Commission's Code for Broadcast Advertising of Alcoholic Beverages. [http://www.crtc.gc.ca/eng/television/publicit/codesalco.htm]
Signs and advertisements cannot:
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 and Cannabis Regulation Branch can prevent the licensee from including liquor prices in future advertising).
Show people who are drinking liquor, are intoxicated or are 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 a necessity, a key to social acceptance or personal success, central to the enjoyment of an activity, or as a status symbol.
Ads for bars and winery lounges cannot use pictures of minors (anyone under the age of 19) or of personalities, images or activities that may appeal to minors.
Ads for bars, winery lounges and restaurants cannot show people with liquor unless there is also 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 cannot be shown on a theatre screen before a movie with a young target audience.
Draught beer or cider if serving is less than 50 oz.: $3.00 per 12 oz. (341 ml)
Draught beer or cider if serving size is 50 oz. or greater: $12 per 60 oz. pitcher
Bottles or cans of beer, cider or coolers: $3.00 per 341 ml bottle or 355 ml can
Wine: $3.00 per 5 oz. glass (142 ml)
Spirits and Liqueurs: $3.00 per oz. (28.4 ml)