A Quebec liquor industry group is promoting a professional code of ethics for manufacturers, retailers, distributors, and agents.

The code, dubbed 'Educ'alcool', is financed mostly by the state and wants the industry to adopt a charter to "formalize their social commitment". Among the provisions are bans on associating alcohol with violent or asocial behaviour, or making alcohol particularly attractive to people under 18.

An independent ethics council will handle complaints covering packaging, advertising, and promotional practices. Many brewers, bar owners, and food retailers already abide by such rules in principle, but suggest they would accept a code if clear guidelines help the industry's image.