Why are the drink sizes in the guidelines not the same as the drink sizes in Manitoba’s provincial regulations?

Drink sizes in some provinces’ industry serving standards are not the same as Canada’s national guidelines. Although Manitoba is one of these provinces, we chose to endorse the national guidelines as a consistent standard by which individual Manitobans can count and measure their personal alcohol consumption.

Sections 5 and 6 of the Liquor Licensing Regulation continue to set Manitoba’s liquor service restrictions and minimum pricing. These have not changed despite amounts listed in some of the campaign posters.

Some Manitoba bars and restaurants choose to list drink ingredients and sizes in menus to assist patrons in understanding how much alcohol they are consuming. This is the choice of each business; however, it is a recommended option for enhancing service for customers who want to make more informed choices.

Aren’t there enough government campaigns about drinking – drinking and driving, drinking and pregnancy, and binge drinking, to name a few?

The LGA recognizes that other provincial agencies also have mandates to educate Manitobans about alcohol. We work closely with provincial agencies and other stakeholders – including law enforcement agencies, the Addictions Foundation of Manitoba, Mothers Against Drunk Driving, Manitoba Liquor & Lotteries, schools, licensees and the hospitality industry – to make sure that public education messaging and timing are coordinated, to promote social responsibility and to deliver social responsibility programs.

These guidelines are pretty complicated. Why didn’t the LGA use simpler guidelines for this campaign?

The campaign promotes Canada’s national low-risk drinking guidelines, which were developed by a team of independent Canadian and international experts in partnership with the Canadian Centre on Substance Abuse. All provinces, including Manitoba, have endorsed the guidelines.

The LGA recognizes that these guidelines are complicated and that a single campaign is just the beginning for informing Manitobans about these national guidelines. We plan to continue to run this campaign in future years as part of our larger mandate to encourage the responsible consumption of alcohol and promote public safety.

What does the campaign mean by “risks”? It’s just alcohol, right?

The campaign promotes Canada’s national low-risk drinking guidelines. These are low-risk guidelines, not no-risk guidelines. It’s a fact that risks increase when alcohol is involved.

Most Canadians know that drinking alcohol increases the long-term risks of health conditions like cirrhosis, high-blood pressure, stroke, fetal alcohol spectrum disorder (FASD), and some types of cancer. Drinking alcohol also increases the risk of injuries from motor vehicle crashes, falls, and abusive or violent behaviour, and the short-term risk of other harms, like alcohol poisoning, losing control, making bad decisions, overspending or embarrassing oneself.

Why does this campaign focus on young adults?

We know from our research that most Manitobans are unaware of the national guidelines for low-risk drinking, and that awareness among young adults is particularly low. The research also shows that young adults are particularly likely to drink in ways that exceed the national guidelines. Based on these behaviours, this is a high priority audience for reducing risk and increasing public health and safety.

Click here to see the full “Liquor and Gambling in Manitoba” research results.

Why is the LGA involved in an advertising campaign – isn’t it a regulatory agency?

The Liquor and Gaming Control Act mandates the LGA to educate Manitobans about the responsible consumption of alcohol and responsible gambling, in addition to its more traditional regulatory responsibilities. This carries forward the mandates of the former Manitoba Gaming Control Commission (MGCC) and Manitoba Liquor Control Commission (MLCC), which both ran public education campaigns to educate Manitobans about responsible choices. The LGA views public education as a key part of its role to ensure public safety around its regulated industries.

Where else will I see the Know My Limits campaign materials?

The LGA’s campaign will run in French and English media across the province from late November 2015 to early January 2016. The campaign includes:

  • An online quiz and drink pouring simulator at (or for the French website)
  • Online advertising on high-traffic, youth-oriented websites and social media
  • A “Know My Limits” video advertisement on YouTube
  • Transit bus advertising in Winnipeg and Brandon
  • Billboards in Winnipeg and Brandon
  • University newspaper advertising in Winnipeg and Brandon
  • Advertising in student handbooks and daytimers in Winnipeg and Brandon
  • Advertising in coupon books geared to young adults in Winnipeg
  • Video advertisements on vending machines on campuses in Winnipeg
  • Posters at campuses across the province
  • Posters at community centres and high-traffic retail locations in Winnipeg
  • Posters in bathrooms at popular licensed establishments
  • Digital displays at select Liquor Mart locations
  • Bag stuffers showing standard drink sizes provided to young adults at point-of-sale at all Liquor Mart locations
  • Posters at retail beer vendors, liquor vendors and participating licensed establishments