Introduction
The Alcohol and Gaming Commission of Ontario (AGCO) is responsible for administering the Liquor Licence and Control Act, 2019 (LLCA), which together with its regulations and the standards and requirements established by the AGCO Registrar, sets out the legal framework for the AGCO to licence and regulate sale and service of beverage alcohol in Ontario.
All licensees with a Grocery Store Licence or a Convenience Store Licence who advertise or promote beverage alcohol in Ontario are required under section 29 of the LLCA to only advertise beverage alcohol in accordance with the LLCA’s regulations and the standards and requirements established by the AGCO Registrar. The LLCA, its regulations and the standards and requirements applicable to Grocery Store and Convenience Store Licence holders are available on the AGCO’s website.
All Grocery Store and Convenience Store licensees must comply with the requirements around advertising and promotions as contained in the Registrar’s Standards for Grocery and Convenience Stores (AGCO Standards). The purpose of this Guide is to help Grocery Store and Convenience Store licensees understand what they can advertise and how they can advertise beer, wine, cider, and/or ready-to-drink (RTD) beverages in Ontario.
This Guide is not a replacement for the requirements of the LLCA and its regulations, nor is it a substitute for AGCO standards and requirements established under the Registrar’s authority. When selling beverage alcohol as a Grocery Store or Convenience Store licence holder, it is your responsibility to ensure that all of your advertising activities and content—whether conducted by you or on your behalf (such as through a marketing company) or by those that you have endorsed/supported, are compliant with the LLCA, its regulations and the AGCO Standards. Advertising includes any public notice, representation, or promotional and marketing activities that call attention to beverage alcohol, the brand names of beverage alcohol, and premises where beverage alcohol is available. Advertising content may include, but is not limited to text, graphics, lyrics, scripts, background music, and voice inflections.
Please note that this information does not replace legal advice and all examples are provided for illustrative purposes only. Grocery and convenience store licensees wishing to conduct advertising may wish to seek independent legal advice.
This Guide may be updated periodically to reflect changes to the LLCA and AGCO’s standards and requirements.