The Challenge for Breweries in Todays Regulated Marketplace is immense. For the past decade the advertising of alcoholic products has been increasingly subject to both government regulation and self-regulatory bodies. In Canada, the CRTCs August 1996 Code for Broadcast Advertising of Alcoholic Beverages severely restricted the way in which alcohol products are presented on both radio and television. It is not an exaggeration to say that any advertisement adhering to these regulations would be dull indeed, and almost obscure any attempt at promotion – you cant enjoy yourself and drink beer at the same time! Print material such as entrepreneurial magazines and newspapers are less restricted, though regulated by provincial Liquor Boards. The same ethical limitations apply: do not link enjoyment with alcohol consumption; do not direct your ad to youth; do not over-promote; do not pass Go! Also, self-regulation within various media abounds.
In the United States a similar situation exists. The Federal Trade Commission and Congress are the key regulating authorities. In addition, individual media and media groups establish their own code of ethics, often refusing to...
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