** 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.

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Governed by the Saskatchewan Liquor and Gaming Authority

• A manufacturer may:
  • Advertise on outdoor billboards and transit shelters, permitting only educational messages;
  • Advertise in the concourse area of airports, train stations, bus terminals, movie theatres and shopping malls, permitting only educational messages.
  • With the approval of the Authority a manufacturer may advertise beer, wine, or coolers containing 7% or less alcohol by volume.
• The Authority shall not approve an advertisement where, in its opinion, the advertisement:
  • Encourages the use or consumption of beverage alcohol;
  • Contains family scenes, drinking scenes or scenes involving minors;
  • Associates the use of beverage alcohol with activities prior to or in conjunction with the operation of a motor vehicle, aircraft, board or snow vehicle or any other motor driven vehicle;
  • Associates the use of beverage alcohol with activities prior to or in conjunction with activities involving skill or elements of physical danger;
  • Claims that beverage alcohol causes any healthful effects or benefits;
  • Conveys the impression that beverage alcohol is an important or necessary element of any activity or that it may be necessary or helpful in obtaining any social prestige, popularity, personal or business success or achievement or escape from personal problems;
  • Creates the impression that beverage alcohol may be used or consumed in a way or manner prohibited by law;
  • States prices;
  • Contains any personal endorsement of beverage alcohol by any person who may be a role model for minors.

For detailed information, visit:

http://www.qp.gov.sk.ca/documents/english/Regulations/Regulations/a18-011r1.pdf


Amendment current as of February 2003
Date of OMAC update: September 2009