Alcohol advertising review board content code

4. alcohol-specific provisions

e. Alcohol and behaviour

Alcohol Advertisements must not link alcohol with daring, toughness, aggression, or unruly, irresponsible or antisocial behaviour.48

Alcohol Advertisements shall not 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 Product should take precedence over other activities.49


49. Canadian Broadcast Advertising of Alcoholic Beverages Code (e) (modified – removed ‘as a status symbol’ as it is covered elsewhere)