Learn how governments can restrict alcohol sponsorship of events or venues

Alcohol sponsorship in cities

Issue
Restrict or ban alcohol advertising and promotions1,2,3

Action
Enforce and expand regulation of alcohol sponsorship2

Degree of adoption in 31 Canadian municipalities
Low

Current actions in Canada
A few local governments across Canada use a variety of bylaws to regulate or restrict alcohol advertising and, or promotions:

  • Whitehorse’s Indoor Facility Sponsorship Policy prohibits advertising of alcohol at venues frequented by children. In addition, the Purchasing and Sales Policy prohibits sponsorship or advertising by companies whose main business is sale or promotion of alcohol.
  • Halifax’s Sponsorship Policy requires alcohol sponsorships to comply with the MAP and contain information about responsible drinking.

Local policy toolsa,b

  • Municipal Alcohol Policy (MAP)
  • Parks and recreation bylaws
  • Sponsorship bylaws and policy
  • Land use and zoning bylaws
  • Business licence bylaws examples of local actiona,b

Examples of local actiona,b
Municipalities can strengthen MAPs or introduce other bylaws to restrict or prohibit the sponsorship by alcohol industry on municipal-owned land, facilities and at municipal events.

Apply sponsorship restrictions to civic events.

Alcohol sponsorship in provinces and territories

Issue
Restrict or ban alcohol advertising and promotions1,2,3

Action
Enforce and expand regulation of alcohol sponsorship2

Degree of adoption in Canada
Low

Current actions in Canada
Adoption of evidence-informed policy action related to enforcing and expanding regulation of alcohol sponsorship is low. Nearly all provinces and territories permit various forms of sponsorship by alcohol manufacturers, including but not limited to, social and sporting events, contests, scholarships and bursaries, with some restrictions. For example, Northwest Territories does not permit sponsorship of events primarily attended by minors or those that have a sponsorship value greater than $1,500.