The Ethics Council of the Alcoholic Beverage Industry in Quebec is an independent body responsible for overseeing the application of the Code of Ethics adopted by industry members. 

This Code, adopted by Éduc’alcool, contains rules of conduct that the industry itself has chosen to impose, and which go above and beyond current laws and regulations. The Code of Ethics governs packaging, labelling, advertising, promotion, target markets and commercial practices. 

The Ethics Council receives complaints filed by members of the public, and invites the public to notify the Council of positive initiatives and best practices observed within the industry. The Ethics Council has chosen to take a constructive and educational approach, under which individuals and organizations named in a complaint are not “charged” with an offence but, rather, are encouraged to reflect on their commercial practices. The Council supports and contributes to that process of reflection.