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Ontario-owned liquor store criticized for teacher gift card ad

June 25, 2013 at 1:31 PM   |   Comments

TORONTO, June 25 (UPI) -- Ontario's state-run liquor store chain has drawn criticism for an ad appearing to tell kids to give gift cards for liquor to their teachers.

Some parents said they were shocked to see the advertisement on the website for the Liquor Control Board of Ontario, which said to "thank your teacher for a great year with an LCBO gift card" and featured an image of a chalkboard marked with the letters "ABC," The Toronto Star reported Tuesday.

"Why target children?" asked mother Jackie Allen, whose son, Jaden, 7, is finishing the first grade. "Since when is it OK for kids to give liquor to their teachers?"

LCBO spokeswoman Heather MacGregor said the advertisement is meant to appeal to parents seeking to get year-end gifts for their children's teachers.

"What we're doing with the ad is encouraging parents who have already made the decision to buy a gift for their son or daughter's teacher, to consider looking at an LCBO gift card," she said.

MacGregor said minors can legally buy gift cards at the store, but the ad is not meant to encourage the practice.

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