Social Media Guide
To be completed – Publication local pages
GUIDELINES FOR ALCOHOL ADVERTISING
Responsible drinking
– No one may appear intoxicated.
– Consumption cannot be shown or implied (visually or by sound).
– Example: Someone taking a sip of beer and making the sound “Ahhhh”.
– Glasses must be FULL and the number of glasses or bottles must not exceed the number of people.
– It is forbidden to hold a glass or can of alcohol to the lips.
– It is forbidden to exaggerate the importance of an alcoholic product.
– Example: “I love this beer!
– You can’t imply that alcohol is essential to enjoying a situation or that it takes priority over other activities.
– Examples:
– Someone missing work to go for a beer
– A brother missing his sister’s wedding because he went out for a beer.
– Make your event perfect with Archibald
Promotion of consumption
– Cannot refer to the feel or effect of beer.
– Can’t buy beer for someone who hasn’t asked for it.
– May not use imperative language, e.g. “Drink an Archibald”, “Have an Archibald today”, “Have Archibalds”, “Buy an Archibald”, etc.
– May not make health claims.
– May not disparage competing brands.
– May not exaggerate the importance or effect of any aspect of the product or packaging.
– May not show or use language that suggests misuse or dependence on the product, urgency of need or urgency of use.
Appeal to minors
– Advertisements may not appeal to people under the legal drinking age, or be placed in media that specifically target people under the legal drinking age.
– The use of well-known historical/political/cultural figures is prohibited.
– Specific songs, singers or groups may be banned.
– Animated characters or animations may be prohibited.
– Examples: Children’s songs, fictional characters or toys are not allowed.
– It is recommended that actors/models/figures be aged 25* or over (they must look over 18).
Associating consumption with a specialized activity
– Advertising must not associate consumption with a specialized activity, or with any activity involving physical danger.
– It is forbidden to present beer when people are about to start or practice a qualified or physically dangerous activity.
– The product may not be presented until the qualified activity is clearly over for the day.
Examples of qualified activities: Biking, hiking, sports, studying, barbecuing, working, etc.
N.B.: You can see another person holding a full beer in his hand a little further away from the BBQ, but you can’t see the chef cooking at the BBQ with a beer in his hand while cooking.
Associating consumption with motorized vehicles
Advertising must not associate the consumption of alcohol with the driving of a motorized vehicle.
– Motorized vehicles may not be shown in motion in ads that include drinking scenarios, unless the vehicle is a means of public transport.
– Clearly parked vehicles are permitted
Promoting consumption to enhance success
Cannot imply that alcohol is necessary for social or professional achievement, personal success, enjoyment of any activity or problem solving. Example: “The road to success starts with an Archibald”.
Illegal consumption
Advertisements must not suggest the illegal sale, illegal purchase, illegal gift, illegal handling or illegal consumption of alcohol. Consumption may not be depicted or implied in illegal places such as beaches and public parks.
– For example, a group of people with beers cannot be shown on a public beach or street.
– Adding a PRIVATE PROPERTY sign on the beach scene or a fence around the part of the street where people are drinking beer solves this problem.
– Photos of the product alone may be authorized (without anyone in the photo).