Molson may be pushing the boundaries of Canada's beer advertising regulation with its new campaign featuring the immensely popular sports commentator Don Cherry, the National Post writes. The Canadian guidelines forbid brewers to use anyone who is considered a 'role model for minors' in their advertising, but whether Mr Cherry should be considered as such is a question that is up to debate. However, the paper argues, this could pave the way for a more extended use of celebrities in beer ads in Canada - Labatt, Molson's rival, has so far refrained from celebs in beer ads but may be tempted to follow Molson's lead - eventually leading to the line being crossed.

09 April, 2003