CANADA ALLOWS CELEBRITIES TO APPEAR IN BEER AND WINE ADS
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OTTAWA — Celebrities will be allowed to appear in beer, wine and cider advertisements on radio and television--but only if the ads aren’t aimed at minors, Canadian communications officials have announced.
The new policy, effective immediately, does away with the old blanket prohibition against celebrity advertising. However, it forbids endorsements by anyone “who is or is likely to be a role model for minors.”
Canadian Radio-television and Telecommunications Commission officials refused to speculate on how the rule might be applied to hockey stars from different eras such as Boom Boom Geoffrion and Wayne Gretzky, for example.
They said ads submitted to the federal regulatory body for approval will be considered individually on their own merits.
Chairman Andre Bureau admitted the job won’t be easy.
“I think it will still be difficult, and there will be a lot of judgmental components to it,” he told a news conference.
“It’ll be a common-sense approach,” said legal counsel Allan Rosenzveig.
In general, the new policy backs away from sweeping changes in the advertising of alcoholic beverages.
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