**The information contained in the Out-of-Home Advertising Guidelines (the “Guidelines”) is being provided for general information purposes only. The information in the Guidelines does not constitute legal or other professional advice or an opinion of any kind. Readers are advised to seek specific legal advice by contacting their own legal counsel regarding any of the information contained herein including, but not limited to, legislative interpretation or specific legal issues. OMAC does not warrant or guarantee the quality, accuracy or completeness of any information provided. Moreover, the information in the Guidelines that refers to third party information, including but not limited to government legislation, should not be relied upon as accurate, timely or fit for any particular purpose. Stated simply, readers should consult their legal counsel before undertaking or accepting any advertising to ensure legal obligations and interpretations are accurate.
Governed by the Manitoba Liquor Control Commission
The old rules prohibiting and restricting liquor advertising have been replaced with three subsections
in the Liquor and Gaming Regulation:
31(1) Every advertisement prepared by or on behalf of a regulated person must comply with the Canadian Code of Advertising Standards established by Advertising Standards Canada.
31(2) Unless exempted by the executive director, every advertisement prepared by or on behalf of a regulated person must contain a social responsibility message approved by the executive director.
31(3) In this section, “advertisement” means anything prepared by or on behalf of a regulated person that is intended to promote liquor sales or participation in a lottery scheme that is
a) Broadcast on television or radio;
b) Published in a newspaper or magazine, on the Internet or on any other electronic medium;
c) Displayed on a billboard, sign, poster, banner or handbill.
Canadian Code of Advertising Standards
Liquor licensees must adhere to the letter and spirit of the Canadian Code of Advertising Standards
(the Code), which sets the principles for acceptable advertising in our country.
The Code defines advertising broadly to include “any message expressed in any language and communicated in any medium to Canadians with the intent to influence their choice, opinion or
behaviour.” This means that these standards apply to marketing and promotional activities as well asadvertisements themselves, whether indoor or outdoor, and whether in-store/on-premises or off.
The Code applies to all licensees, including service licensees, retail licensees (beer vendors, liquor
vendors, wine stores and Liquor Marts) and manufacturers. Licensees must also continue to comply with federal regulations that govern advertising.
Best Practices Guide
The LGA has identified best practices based on key themes in the Code, recommendations byresearchers and practical experience in other jurisdictions. Licensees are responsible to follow all
standards described in the Code. In response to industry requests for guidance, these best practices
may help licensees develop and deliver socially responsible and acceptable advertising and marketing programs.
For detailed information, please visit:
Amendments current as of April 2015
Date of OMAC update: March 2016