- The law
- Provincial liquor laws, for example Ontario's Liquor Licence and Control Act, 2019 and Regulation 746/21 with the AGCO Registrar's advertising guidelines; Quebec's regulation under its liquor permits Act (P-9.1, r. 6); CRTC Code for Broadcast Advertising of Alcoholic Beverages (broadcast only)
- Who enforces it
- Provincial liquor regulators, for example the Alcohol and Gaming Commission of Ontario (AGCO)
- Penalties
- Varies by province. In Ontario, advertising outside the rules can lead to regulatory action, including an order from the Registrar to stop.
What it means for your email
- The CRTC's alcohol advertising code applies to radio and TV commercials. It doesn't cover email.
- The rules that reach email come from the province where you're licensed and selling. Ontario is one example.
- In Ontario, ads must not appeal to people under the legal drinking age or be placed in media aimed at them, and must not link drinking with driving or risky activities.
- Ontario bars and restaurants may advertise prices and promotions online, but not in a way that may promote immoderate drinking, and prices must stay above the minimum.
- Ontario also bans drink prices that depend on buying more drinks, such as "2 for 1" or "2nd drink half price".
Do
- Don't send alcohol emails to lists aimed at, or likely to include, people under the legal drinking age in their province. Checking age at sign-up is a sensible way to show this.
- Check the advertising and pricing rules of each province you send to before planning an offer.
- Keep advertised prices at or above the provincial minimum.
- Keep the CASL rules on consent and unsubscribing, as for any commercial email.
Don't
- Don't use characters, celebrities or themes likely to appeal to people under the legal drinking age.
- Don't promote multi-buy or "buy one get one" drink deals without checking the province allows them.
- Don't show drinking alongside driving or activities that need skill or involve danger.
Good to know
- Makers and licensees in Ontario are responsible for ads carrying their name or brand, even if someone else sends them, unless they didn't authorise it and acted to stop it.
- Quebec has its own regulation on promoting and advertising alcoholic drinks. Check it before sending to Quebec.
Sources
- Appendix 2: Registrar's Guidelines for Advertising and Promotion (Alcohol and Gaming Commission of Ontario)
- Appendix 2: Pricing and promotion of liquor (Alcohol and Gaming Commission of Ontario)
- Registrar's Interim Standards and Requirements for Liquor: 2. Advertising and Promotions (Alcohol and Gaming Commission of Ontario)
- Code for broadcast advertising of alcoholic beverages (CRTC)
- Règlement sur la promotion, la publicité et les programmes éducatifs en matière de boissons alcooliques (P-9.1, r. 6) (LégisQuébec, Government of Quebec)
Researched by Mailfois · 2026/27 edition · checked 20 October 2026
Not legal advice. This is a plain-English summary. Check the sources for anything specific, or take professional advice. Spotted something out of date? Email [email protected] and we'll credit you if you'd like.