**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 NWT Liquor Commission and Liquor Licensing Board.
- The Liquor Licensing Board will ensure that the advertising of alcohol in the Northwest Territories is not geared to youth, does not promote drinking and is not sexist.
- A licensee may provide the following information in an advertisement or public communication:
- The name of the establishment
- The category of the license held (i.e. Canteen, Club, Dining Room)
- The location of the establishment and the hours of operation
- Entertainment or food, which may be featured
- The following forms of advertising are prohibited:
- Attempt to influence non-drinkers of any age to drink or purchase alcoholic beverages
- Be directed at persons under the legal drinking age or associate any product with youth
- Portray the product in the context of or in relation to an activity attractive primarily to people under the legal drinking age
- Contain an endorsement of the product, personally or by implication, either directly or indirectly, by any person, character or group who is likely to be a role model for minors
- Attempt to establish the product as a status symbol, a necessity for the enjoyment of life or an escape from life problems or attempt to establish that consumption of the product should take precedence over other activities
- Imply directly or indirectly that social acceptance, social status, personal success or business or athletic achievement may be acquired, enhanced or reinforced through consumption of alcohol
- Imply directly or indirectly that the presence or consumption of alcohol is, in any way, essential to the enjoyment of activity or an event
- Use of imperative language to urge people to purchase or consume the product;
- Introduce the product is such a way or at such time that it may be associated with the operation of any vehicle or conveyance requiring skill
- Contain inducements to prefer an alcoholic beverage because of its higher alcohol content
- Contain scenes in which a product is being consumed, or that gives the impression that is or has been consumed
- Advertise free liquor specials, multiple drink specials (2 for 1), pour size specials or all you can drink specials or happy hours
- Advertise words that imply the price of liquor such as Loonie Night
- Distribute coupons redeemable for a discount on liquor
- No holder of a premises license shall, outside the licensed premises, advertise the price of liquor.
- No holder of a premises license shall outside the licensed premises, advertise the sale or service of free or discounted liquor, including the advertising of:
- Free liquor specials
- Discount liquor specials, including happy hours
- Multiple drink specials
- Pour size specials
- Words that imply the price of liquor, such as "Loonie Night"
- Advertising must be within the limits of good taste and propriety
- It is the licensee’s responsibility to ensure that all advertising is accurate and verifiable
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Amendments current as of: October 2008
Date of OMAC update: November 2012