2026-2027 PEI Liquor Marketing Guide

Signage Requirements

PROMOTIONAL GUIDELINES

To be eligible for marketing approval, all graphics submitted by suppliers must comply with PEI Liquor’s promotional guidelines detailed below.

PERMITTED PROMOTIONS:

PROHIBITED PROMOTIONS:

The following types of promotions are permitted: • Promotions that are directed exclusively at adults and do not appeal to minors in any way. • Promotions that are respectful and inclusive, avoiding content that could be considered explicit, discriminatory, or offensive based on race, religion, gender, or sexual orientation. • Marketing materials that do not depict alcohol consumption during skilled or high-risk activities, such as sports, driving, or operating machinery. • Promotions that do not associate alcohol consumption with gambling, or drinking games. • Campaigns that encourage moderate, responsible, and legal consumption of beverage alcohol. • Promotions that are truthful, transparent, and not misleading or deceptive in any aspect, including claims, product benefits, or promotional mechanics.

The following types of promotions are prohibited: • Promotion in any manner that appeals to minors; • Represent a sexually explicit or discretionary graphic, illustration or activity based on race, religion or sexual orientation; • Show consumption of alcohol while performing a skilled activity (i.e. sports, operating heavy machinery) • Associate consumption of beverage of alcohol with gambling, or drinking games; promote excessive/illegal consumption of beverage alcohol; • A promotion that includes false, misleading or deceptive information.

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