The provincial agency which controls sales of wines and spirits in the central province of Ontario has stirred up, inf not a controversy, at least a few raised eyebrows and a little concern
A recent promotional campaign by the Liquor Control Board of Ontario (LCBO), seems like it might be an invitation to underage students to buy gift cards of alcohol for their teachers.
The online advert shows a small blackboard with chalk written letters “ABC” and the words “thank you teacher”. Various gift cards are shown along with a blue thank you card. The advert also says, “Thank your teacher for a great year with an LCBO gift card”
In Ontario, only those aged 19 and over can buy alcohol, but younger people may buy gift cards.
While it might be construed as targeting students and the possibility of underage drinking, an LCBO spokesperson denied the advert is geared toward young people at all, but rather is geared toward parents who may have already decided to get their son or daughter’s teacher a gift.
LCBO gift card sales have grown 25% since 2011, and the end of the school year represents the second most important sales period for gift cards, with the Christmas season being number one.
The LCBO spokesperson said they have a rigorous programme in place, “Check 25”, whereby any customer who looks younger than the age of 25 will be asked to provide ID to confirm the are in fact 19 or older.
The LCBO says it has received no complaints over the recent online advert.
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