Santé et Services sociaux Québec.

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Warnings attributed to the Minister in tobacco advertising

The two regulations arising from the Tobacco Act and published in the Gazette officielle du Québec on July 9 and 23, 2008, provide for six distinct warnings from the Minister of Health and Social Services. These warnings must be displayed on all tobacco advertisements, according to the size of the advertisement and the product advertised, in print newspapers and magazines allowed to accept such advertising on account of their adult readership of not less than 85%.

The surface area of the advertising material and corresponding warnings (files to download)

Note: The warnings may not be altered in any way from the time they are downloaded to the time they are printed.

Advertisements having a surface area of 100 cm2 or less

They must include a warning in the first format:

  • Type A (Le tabac tue or Tobacco kills) in advertisements for products containing tobacco - PDF file Warning (small, type A, english) (799.1 KB)
    OR
  • Type B (Fumer tue or Smoking kills) in advertisements for products considered as tobacco by virtue of the Regulation under the Tobacco Act - PDF file Warning (small, type B, english) (798.7 KB) .

Advertisements having a surface area of 101 cm2 to 199 cm2

They must include a warning in the second format:

  • Type A (Le tabac cause le tier des cancers or Tobacco causes one-third of all cancers) in advertisements for products containing tobacco - PDF file Warning (medium, type A, english) (1006.2 KB)  
    OR
  • Type B (Fumer tue or Smoking kills) in advertisements for products considered as tobacco by virtue of the Regulation under the Tobacco Act - PDF file Warning (medium, type B, english (1001.8 KB).

Advertisements having a surface area of 200 cm2 to 400 cm2 (maximum area)

They must include a warning in the third format:

  • Type A (Le tabac tue 10 000 personnes par année au Québec or Tobacco kills 10,000 Quebecers every year) in advertisements for products containing tobacco - PDF file Warning (big, type A, english) (1.5 MB) 
    OR
  • Type B (Fumer tue or Smoking kills) in advertisements for products considered as tobacco by virtue of the Regulation under the Tobacco Act - PDF file Warning (big, type B, english) (1.5 MB).

Position of the warning

The warning must be positioned in the upper left-hand corner of the advertising material.

Language of the warning

  • All advertisements placed in French-language newspapers or magazines: The warning must be written in French.
  • All advertisements placed in English-language newspapers or magazines: The warning must be written in French or English.
  • All advertisements placed in newspapers or magazines that are written in a language other than French or English: The warning must be written in French or in the other language, but only if the other language is available on the ministry website.

Reminder of the Tobacco Act

No advertising may contain anything apart from text, with the exception of an illustration of the package or packaging of a tobacco product occupying not more than 10% of the surface area of the advertising material.

In addition, such advertising must not:

  • Be directed at minors;
  • Be false or misleading;
  • Directly or indirectly associate the use of tobacco with a particular lifestyle;
  • Contain testimonials or endorsements;
  • Use a slogan;
  • Contain a text that refers to real or fictional persons, characters, or animals.

Submission of the advertising

Advertisements in printed newspapers or magazines that have an adult readership of not less than 85% must include the warning prescribed by regulation and must, upon publication, be submitted to the Minister of Health and Social Services at the following address:

Ministère de la Santé et des Services sociaux
Service de lutte contre le tabagisme
1000, route de l’Église, bureau 310
Québec (Québec) G1V 3V9