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Yukon Beverage Alcohol

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 Yukon Liquor Corporation

  • Advertising should encourage social responsibility in the sale and consumption of alcoholic beverages.
  • Licensees and permit-holders can advertise liquor, with advance approval from the Yukon Liquor Corporation. They can:
    • advertise the name of establishments or events
    • Sponsor events
    • Run a contest with a non-liquor prize
    • Offer non-liquor gifts
    • Sponsorship
    • Advertise the kind of liquor (e.g. “beer”) and specific products
    • Advertise specials, without mentioning specific prices (e.g. “Happy Hour”)
  • Advertising messages for alcoholic beverages shall not:
    • Attempt to influence non-drinkers of any age to drink or to purchase alcoholic beverages;
    • Be directed at persons under the legal drinking age, associate any such product with youth or youth symbols, or portray persons under the legal drinking age or persons who could reasonably be mistaken for such persons in a context where any such product is being shown or promoted;
    • Portray the product in the context of, or in relation to, an activity attractive primarily to people under the legal drinking age;
    • Contain an endorsement of the product, personally or by implication, either directly or indirectly, by any person, character or group who is or is likely to be a role model for minors because of a past or present position of public trust, special achievement in any field of endeavour, association with charities and/or advocacy activities benefiting children, reputation or exposure in the mass media;
    • Attempt to establish the product as a status symbol, a necessity for the enjoyment of life or an escape from life's problems, or attempt to establish that consumption of the product should take precedence over other activities;
    • Imply directly or indirectly that social acceptance, social status, personal success, or business or athletic achievement may be acquired, enhanced or reinforced through consumption of the product;
    • Imply directly or indirectly that the presence or consumption of alcohol is, in any way, essential to the enjoyment of an activity or an event;
    • Portray any such product, or its consumption, in an immoderate way;
    • Exaggerate the importance or effect of any aspect of the product or its packaging;
    • Show or use language that suggests, in any way, product misuse or product dependency, compulsive behaviour, urgency of need or urgency of use;
    • Use imperative language to urge people to purchase or consume the product;
    • Introduce the product in such a way or at such a time that it may be associated with the operation of any vehicle or conveyance requiring skill;
    • Introduce the product in such a way or at such a time as may associate the product with any activity requiring a significant degree of skill, care or mental alertness or involving an obvious element of danger;
    • Contain inducements to prefer an alcoholic beverage because of its higher alcohol content;
    • Refer to the feeling and effect caused by alcohol consumption or show or convey the impression, by behaviour or comportment, that the people depicted in the message are under the influence of alcohol;
    • Portray persons with any such product in situations in which the consumption of alcohol is prohibited; or,
    • Contain scenes in which any such product is consumed, or that give the impression, visually or in sound, that it is being or has been consumed.

For more detailed information visit: 
http://www.ylc.yk.ca/pdf/ylc_advertising.pdf

Amendment current as of November 2005
Date of OMAC update: December 2013


 
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