June 03, 2019
The LCRB has released Policy Directive 19-03 clarifying regulations around delivery services and online advertising requirements for Licensee Retail Stores, Wine Stores, and Manufacturers with Onsite Stores.
Download a copy of the policy directive here. A summary of changes are outlined below.
LRS, Wine Stores, and Manufacturers with Onsite Stores may deliver liquor to customers under certain terms and conditions, and are responsible for ensuring anyone delivering for them follow these rules. This includes employees and non-employees who deliver through an unlicensed third party. Essentially, the licensee is held accountable for any contravention that takes place while liquor is delivered from their store.
Further rules are outlined in the updated LRS Terms and Conditions handbook (see page 15-16).
Online Advertising Requirements
An LRS, Wine Store, or Manufacturer’s Onsite Store is only permitted to advertise on a website owned and operated by an unlicensed third party, as long as that party’s website:
- serves as a portal with a link that directs customers to the website independently owned and operated by the licensee where the sales are processed; or
- has a space that is considered equivalent to a licensee’s own website by the LCRB
A space on a third party’s website is considered to be equivalent to a licensee’s own website when the following conditions are met:
- The licensee’s store name, license number, and store address are displayed prominently on the page
- The licensee has exclusive control over the product selection and the price being advertised
- The product selection is reflective of the licensee’s in-store offerings
- Liquor orders made on the website are processed and prepared by the licensee