Selling liquor responsibly is a
public trust the LCBO has taken very
seriously since 1927. We consider
social responsibility as important
as our mandate to provide a high level
of customer service and maximize dividends
for the provincial government.
WE ASK BECAUSE WE CARE
Although were a retailer,
there are some people we wont
serve: those who are underage, lack
proper identification to prove their
age, appear intoxicated or are suspected
of shopping for those individuals.
Preventing sales to minors is a year-round responsibility LCBO employees
take very seriously through our Challenge and Refusal program. LCBO
staff challenged approximately 6.3 million individuals in 2011-12 for
failing to produce valid ID, appearing intoxicated or attempting to purchase
for a minor or an impaired individual. Service was refused to more than
290,000 people, with 84 per cent for reasons of age.
Under our year-round Check 25 program, potential customers who appear to
be under 25 years of age are routinely asked for valid proof of age ID. This
helps ensure that minors (those under 19 years of age) who look older than
their years are not served.
Every LCBO employee serving the public participates in the
organization's Challenge & Refusal: It’s not Personal. It’s the Law.
training program. It teaches staff about responsible service and related
judgement calls, alcohol issues and how to identify potential problems and
handle them tactfully.
Through seminars, instructional workbooks
and videos, staff learn how to deal
with customers who appear intoxicated
or underage, second-party purchasers
(those buying alcohol for someone
whos not legally entitled to
purchase it) and difficult refusals
at the checkout counter. A number
of other Canadian and U.S. liquor
boards use this LCBO training package.
Bring Your Identification (BYID) photo
card, endorsed by the provincial government,
proves that customers are of legal
drinking age. To apply for a BYID
card, applicants must be 19-35 years
of age, supply a passport-size colour
photo, photocopies of documents proving
date of birth and name and a $30 fee.
A guarantor must sign the back of
the photo and all documentation and
fill out a section of the application.
Random checks help ensure applications
and guarantors are valid.
here to view the application form online or visit any LCBO store for a
copy. This card can be used to purchase beverage alcohol in all retail
stores and licensed establishments in Ontario. As of June 1, 2011, there are
now eight forms of prescribed ID, which include: Ontario Driver’s Licence,
LCBO’s BYID Card, Canadian Passport, Canadian Citizenship Card, Canadian
Armed Forces Identification Card, Certificate of Indian Status Card,
Permanent Resident Card and Ontario Photo Card.
PREVENTING IMPAIRED DRIVING
To help increase awareness of the consequences of drinking and
driving and to encourage people to make responsible choices, the
LCBO undertakes high-profile, responsible-drinking advertising campaigns,
encouraging Ontarians to speak up to help prevent their friends, family
members and guests from drinking and driving.
current social responsibility advertising campaign Deflate the Elephant,
offers new ways to empower Ontarians to speak up by providing tips, tools
and resources. The website,
www.deflatetheelephant.com, features interactive hosting scenarios, the
Home Bartending Challenge to master the perfect pour, downloadable
responsible hosting tips and tools to help prevent drinking and driving, as
well as a free iPhone "Speak Up!" app and Facebook site.
Our commitment to social
responsibility goes far beyond simply
refusing service. Its an important
factor in every corporate decision
we make. For example, we carry low-alcohol
products and set minimum prices, since
research shows that price affects
Social responsibility also involves encouraging responsible use of our
products. We provide advice on responsible entertaining, promote food
matches for beer, wine and spirits and offer delicious alcohol-free Mocktail
recipes. Our posters, advertising, website and other materials promote
moderate consumption as part of a balanced lifestyle and remind consumers
never to drink and drive.
To help increase awareness of the consequences of drinking and driving
and to encourage people to make the right choice, the LCBO undertakes
high-profile, responsible-drinking advertising campaigns, such as Deflate
the Elephant, which offer new ways to help Ontarians prevent a friend,
colleague or guest from driving after drinking.
Public service messages from many organizations also appear
free-of-charge in LCBO stores. LCBO’s free consumer publication, FOOD &
DRINK, also promotes responsible drinking and hosting.
Over the years, the LCBO has partnered with numerous groups to
promote social responsibility and raise awareness of important
alcohol-related issues, such as drinking and driving, responsible personal
consumption and alcohol and health. Our partners have included: social and
health agencies; social responsibility groups; community organizations;
police agencies; educational agencies; the hospitality industry; and
Our store network across Ontario makes us a sought-after partner for
organizations looking to raise public awareness and funds. Working with them
enables the LCBO to distribute social responsibility information in a
While it may not make cash donations or sponsor events, LCBO
and its employees are committed to assisting charitable organizations. As a
caring organization, the LCBO helps many charitable groups each year
boxes at our store checkouts. If you are a provincial charitable
organization and want to find out how to apply for the provincial donation
box program, click
here. Or for information on the
local level program, in January and
In 2012, the LCBO is supporting the following charities:
When you add monies from our corporate United Way campaign and individual
community fundraising events, LCBO raised more than $6.2 million for
worthy causes in 2011.
ONLY SAFE, HIGH-QUALITY PRODUCTS
The LCBO’s Quality Assurance Laboratory ensures that safe,
high-quality beverage alcohol products are made available to customers. The
laboratory is ISO certified, which means it meets the highest international
standards. All products sold by the LCBO are chemically tested to comply
with both federal and provincial standards. In fiscal 2011-2012, our lab
conducted more than 500,000 tests on more than 22,000 products. Our Quality
Assurance staff also reviewed more than 2,600 new product labels.
ALCOHOL: NOT A VICTIMLESS CRIME
People who buy untested
illegal alcohol are playing Russian
roulette with their health. Seized
products have been found to contain
carcinogens, toxins and poisons. Bootleg
alcohol is also accessible to those
who should not have it - minors and
intoxicated people - putting others
at risk from drunk driving and other
Ontario taxpayers also lose, as an important source of government revenue
that could be spent on social and health programs goes instead to criminals.
We estimate that smuggled liquor and illegally manufactured wine represented
over $804 million of the $9.5 billion Ontario beverage alcohol market – in
So, as you can see, the
LCBO really is a retailer with a difference.
Every day, we strike the necessary
balance between serving our customers,
generating revenue for the province
and protecting public health and safety
- it's what Ontarians expect from
For more information, contact the
LCBO Social Responsibility Department
at 416 864-6820. You can also call
LCBOs bilingual Contact Centre
at 1-800-ONT-LCBO (1-800-668-5226).
In Metro Toronto, call 416 365-5900
or online at www.hellolcbo.com.
The TTY numbers for the deaf and hard of hearing are 416 864-6898 or