Code of Good Practice for Beverage Alcohol Advertising & Promotion 1995

The Association of Canadian Distillers (ACD) is a national trade association representing producers and marketers of beverage alcohol sold in Canada. The members of ACD adopt this Code of Good Practice as guidelines to ensure responsible, tasteful, and dignified advertising and promotion of beverage alcohol to adult consumers who choose to drink.

The consumption of beverage alcohol products has played an accepted and important role in the cultural and social traditions of both ancient and modern society. ACD members take special pride in their products and their commitment to promoting responsible consumption by those adults who choose to drink. Nevertheless, it is the obligation of each consumer who chooses to drink to enjoy beverage alcohol products in a responsible manner.

The distilled spirits industry acknowledges that there are problems inherent in abusive consumption of its products, and ACD members remain committed to combating alcohol abuse. The ACD supports and participates in alcohol awareness programs which promote responsible consumption. We collaborate with governments, public health agencies, law enforcement agencies, research groups and other stakeholders across the country on alcohol awareness program.

Producers and marketers of beverage alcohol encourage responsible consumption of their products by those adults who choose to drink and discourage abusive consumption. Towards this end, ACD members pledge voluntarily to conduct their advertising and promotional practices in Canada in accordance with the provisions of this Code.

ACD members recognize that it is not possible to cover every eventuality in a code and, therefore, agree to observe the spirit as well as the letter of this Code. Questions about the interpretation of the Code, member companies' compliance with the Code, and the enforcement of its provisions should be directed to the ACD.

The members of the ACD will abide by all applicable Canadian advertising regulations. For the purpose of this Code, the term "advertising" includes, without limitation, advertisements and promotional materials and practices (including sponsorships).

1. Beverage alcohol advertising materials will portray beverage alcohol in a responsible manner. When portraying consumption of beverage alcohol, these materials will show such products being consumed responsibly.
2. On-premise promotions sponsored by distillers will be conducted in ways which encourage responsible consumption by those adults who choose to drink and which do not reward excessive / abusive consumption.

1. Beverage alcohol advertising materials are intended for adults of legal purchase age who choose to drink.
2. Beverage alcohol will not be advertised in any manner directed or primarily intended to appeal to persons below the legal purchase age or by any person who is or appears to be below the legal purchase age.
3. Beverage alcohol advertising materials will not depict a child or immature person or portray objects (such as toys) suggestive of the presence of a child.
4. Beverage alcohol advertising materials will not contain the name of or depict Santa Claus, Biblical figures, or any characters, mythical or real, whose primary appeal is to persons below the legal purchase age.
5. Beverage alcohol will not be advertised on the comic pages of newspapers, magazines or other publications.
6. Beverage alcohol promotions will not Be specifically aimed at events where most of the audience is reasonably expected to be below the legal purchase age. Fixed beverage alcohol promotional materials at facilities used primarily for adult-oriented events fail outside this guideline.

1. Beverage alcohol will be advertised on college and university campuses and in college and university newspapers only in accordance with accepted practices for such institutions.
2. Promotional activities for beverage alcohol will not be conducted on college and university campuses except in licensed retail establishments located on such campuses or otherwise permitted by campus policy.

Driving while intoxicated is against the law. Beverage alcohol advertising materials will not portray, encourage or condone driving while intoxicated.

1. Except for responsible drinking advertising:
1. Beverage alcohol advertising materials will contain no claims or representations that individuals can obtain social, professional, educational or athletic success or status as a result of beverage alcohol consumption.
2. Beverage alcohol will not be advertised in any manner associated with abusive or violent relationships or situations.
3. Beverage alcohol advertising will not imply illegal activity of any kind or portray persons with any such product in situations in which the consumption of alcohol is prohibited.
4. No beverage alcohol brand advertising materials will portray beverage alcohol being consumed by a person who is engaged in, or is immediately about to engage in, any activity that requires a high degree of alertness or physical coordination.
5. Beverage alcohol advertising will not contain endorsement, personally or by implication, either directly or indirectly, by any person, character or group who is or is likely to be a role model primarily for persons below the legal purchase age.
2. Beverage alcohol may be portrayed to be part of responsible personal and social experiences and activities, such as the depiction of persons in a social setting, persons who appear to be attractive or affluent, and persons who appear to be relaxing or in an enjoyable setting.

Beverage alcohol advertising materials will not refer to alcohol content except in a straightforward and factual manner.

1. No beverage alcohol advertising materials will contain advertising copy or an illustration unless it is in good taste.
2. No beverage alcohol advertising materials will claim or depict sexual prowess as a result of beverage alcohol consumption.
3. Beverage alcohol advertising materials will not degrade the image, form or status of women, men or of any ethnic, minority, sexually-oriented, religious or other group.
4. Beverage alcohol advertising materials will not employ religion or religious themes, nor should beverage alcohol be advertised in publications devoted primarily to religious topics.
5. Beverage alcohol brand advertising will not show or use language that suggests, in any way, product misuse or product dependency.
6. Beverage alcohol advertising will not refer to the feeling and effect caused by alcohol consumption or show or convey the impression that the people involved are under the influence of alcohol.
7. Beverage alcohol advertising will not attempt to establish any such product as a necessity for the enjoyment of life, or an escape from life's problems.

The members of the Association of Canadian Distillers are committed to operating in accordance with provisions of applicable Federal, Provincial and Territorial legislation and regulations. Accordingly, representatives of the members of the Association will conduct themselves at all times in accordance with the applicable legislation and regulations governing the area in which they operate.

Representatives of the members of the Association may sample prospective customers for the purpose of product evaluation, where this is permitted by the appropriate regulations. Sampling must be for the purpose of brand promotion and not constitute financial or material inducements to licensees.

Copyright © 1999 Association of Canadian Distillers