What Can You Advertise?
Can I announce that my store is selling beverage alcohol?
Yes, Grocery Store and Convenience Store licensees can use a variety of methods to announce the sale of beverage alcohol in their store.
For example, a store may put up a sign or create an advertisement stating, “Now available: a wide selection of beers, wines, ciders, and ready-to-drink cocktails.”
Can I advertise all the different brands of beverage alcohol I have available in my store?
Yes, you can advertise the brands of beverage alcohol that are available for sale in your store. However, you may not request, demand or receive monetary or non-monetary benefits from a beverage alcohol manufacturer for advertising specific brands.
For example, a store might feature an advertisement that states “New summer flavors from XYZ manufacturer, now in stock!” or “We are pleased to offer X Brand of RTD for sale!”
Can I mention a beverage alcohol manufacturer's name or brands in my advertising?
Yes, you are permitted to mention manufacturers' names or brand names in your advertising.
Can I advertise the price of beer, wine, cider or RTDs in my store?
Yes, Grocery Store and Convenience Store licensees may advertise the prices of beverage alcohol sold at their store, subject to the requirements and restrictions outlined in the LLCA, its regulations and the AGCO Standards.
For example, a store may advertise the price of beverage alcohol in its flyers displaying the beverage alcohol product and its price. However, it is not permissible to advertise the sale of a beer product next to the image of a speeding car, which would fall under the restrictions of the AGCO Standards on depicting beverage alcohol with motorized vehicles.
Can I advertise a limited-time promotion for a specific type of wine that I want to highlight in my store?
Yes, limited-time promotions can be advertised for a specific brand of beverage alcohol, subject to minimum pricing requirements under the LLCA's Minimum Pricing Regulation. Until September 5, 2024, limited-time promotions will also be subject to the LCBO's uniform pricing requirements.
Can I cross-promote beer with food like nachos or other snacks in my store?
Yes, cross promotion of beverage alcohol with non-beverage alcohol products is permitted in your store. However, you would not be able to advertise an offer that would require the customer to buy the pack of beer to receive, for example, a free bag of nachos or discounted price on snacks. Licensees cannot display in their store, for the purpose of cross-promotion with beverage alcohol, energy drinks or products that promote the immoderate consumption of beverage alcohol in close proximity to beverage alcohol.
Can I advertise non-alcoholic beer and merchandise that is related to non-alcoholic beer in my store?
Yes, if a non-alcoholic beer product has an alcohol by volume of 0.5 of 1% or an alcohol by weight of 0.4 of 1% or less, LLCA requirements would not apply and the products and related merchandise can be advertised, subject to any other applicable advertising requirements.
Can I advertise the use of loyalty and rewards programs to purchase beverage alcohol products?
Not yet. Currently, you are not permitted to advertise the use of benefits from loyalty and rewards programs (such as coupons, tickets, points, and rewards) for the full or partial payment of beverage alcohol products until September 5, 2024.
How Can You Advertise?
Can I place advertisements for the sale of beverage alcohol in my store on a digital video game streaming platform that may appeal to teenagers?
No. Under the AGCO Standards, you cannot place advertisements regarding beverage alcohol in media that is targeted specifically to persons under the legal drinking age.
Can I use social media platforms to advertise what types of beverage alcohol I'm selling in my store?
Yes. The use of social media is permissible for advertising beverage alcohol products that you are selling in your store. You must ensure that the advertisement is not placed on media platforms that is targeted specifically at persons under the legal drinking age, and you must ensure that the advertisement adheres to the requirements in the AGCO Standards. A potential practice to comply is to advertise on sites or pages that restrict access based on a user's age.
Can I put up posters and aisle markers in my store that advertise the types and prices of the beverage alcohol I'm selling in my store?
Yes, signage can be used in your store to advertise beverage alcohol or indicate the sale of beverage alcohol as well as the price. Signage is subject to the requirements and restrictions outlined in the LLCA, its regulations and the AGCO Standards.
Can I enter into an agreement with a third-party marketing agency to install a television in my store which would play advertisements, including beverage alcohol advertisements, in return for payment?
No. While you can enter into an agreement with a third-party marketing agency for a television that plays advertisements, beverage alcohol advertising would not be permitted on the television since you would be receiving an indirect financial benefit from playing their advertising.
Relationships with Beverage Alcohol Manufacturers
A beverage alcohol manufacturer offered me some free posters that have their branding on them. Can I put these up in my store to advertise the product?
No. You cannot accept free posters from beverage alcohol manufacturers, as these items are non-monetary benefits which are prohibited under regulation.
A beverage alcohol manufacturer who delivers products to my store offered to give me a fridge for free, or at least at a discount, if I agree to promoting their products. Can I accept the offer?
No. You cannot request, demand or receive a financial or non-monetary benefit from beverage alcohol manufacturers, such as items which can benefit your business but are not targeted to customers. Examples of such items include, but are not limited to:
- Furniture;
- Lighting;
- Refrigeration equipment, including coolers;
- Staff uniforms; and,
- Renovations to premises.
I just bought a fridge with my own funds that has the same branding as some of the beverage alcohol products in my store. Can I use this fridge to store beverage alcohol product that I am offering for sale?
Yes, you may use any equipment, including equipment with branding, if you have purchased it yourself. Remember that if you purchase equipment from a beverage alcohol manufacturer you are forbidden from directly or indirectly requesting, demanding or receiving a monetary or non-monetary benefit from a beverage alcohol manufacturer. You cannot enter into an agreement with or request, demand or receive a benefit from a beverage alcohol manufacturer in exchange for exclusively stocking their products in a fridge / cooler with their branding on it.