Calgary

'Responsibly' ads for alcohol moderation get mixed reviews

An Alberta advertising campaign encouraging drinking in moderation that wraps up this week received mixed reviews.

Alberta Gaming and Liquor Commission campaign targeted young drinkers

An Alberta advertising campaign encouraging drinking in moderation that wraps up this week received mixed reviews. 2:01

 An Alberta advertising campaign encouraging drinking in moderation that wraps up this week received mixed reviews.

The Alberta Gaming and Liquor Commission said it created the "Responsibly Beer" radio and print campaign in hopes of educating young people about alcohol consumption levels.

The Alberta Gaming and Liquor Commission's 'Responsibly' advertising campaign has received mixed reviews. (AGLC)

The ads, aimed at younger drinkers, look and sound like they’re promoting new brands of alcohol. 

That’s deliberate, said Alberta Gaming and Liquor Commission Michelle Hynes-Dawson.

"A lot of people love it, some people hate it, but at the end of the day, the fact that we're having this conversation about learning to drink in moderation … is a very positive thing," she said.

The ads are designed to drive people to a website that has all the information on low risk drinking guidelines, she said.

Calgary-based wine writer Tom Firth questions whether the commission — a government agency — is sending the right message.

"I thought that was a little strange that the AGLC's having a message saying we want you to consume — but then in moderation," he said.

Hynes-Dawson said the ads are not meant to encourage, but rather educate.

The ads will be reintroduced during the summer.