Leading with Responsibility: Strengthening Public Trust

Published March 26, 2026

Public trust is fundamental to our mandate at NLC. Every decision reflects our commitment towards the safe and responsible sale, distribution, and regulation of beverage alcohol and cannabis across Newfoundland and Labrador. This commitment is embedded in everything we do, from our retail operations to regulatory oversight, and community engagement.

Our 2025 public opinion survey shows that 80% of customers view NLC positively. While we are encouraged by this result, we recognize that trust must be continually earned. That means demonstrating transparency, accountability, and responsible action in ways that are visible and meaningful to the public we serve.

At the core of this effort is a proactive, organization-wide approach to social responsibility that goes beyond policy and compliance, extending into daily practices, employee training, and partnerships that collectively reduce risk and promote informed, responsible consumption.

We put this commitment into action in three primary ways: responsible retailing, regulatory oversight, and social responsibility programs.

Check 25: Raising the Standard for Responsible Retail

Check 25 is a key component of our responsible sales framework and a clear example of how we translate policy into practice. Through the program NLC retail staff are trained to request valid government-issued identification from anyone who appears 25 or under.

Check 25, then, functions as a critical control in preventing underage access to beverage alcohol and cannabis, one of the most important responsibilities in regulated retail. By proactively verifying age, we reduce the risk of non-compliance, strengthen adherence to legislation, and safeguard both our organization and the communities we serve. Equally important, Check 25 reinforces a culture of diligence and accountability at the point of sale ensuring that expectations are not only communicated but consistently delivered, strengthening both compliance and public trust.

Public Education and Awareness: Supporting Safer Choices

Our commitment to social responsibility extends well beyond the point of sale. While strong retail practices are essential, they represent just one part of a broader responsibility centered on influencing behaviours, supporting safer choices, and contributing to the well-being of the communities we serve.

Through targeted public education campaigns and initiatives such as our End Impaired Driving, and Mindful Moderation campaigns, we actively promote responsible consumption and the prevention of impaired driving. These efforts are focused on a simple but important goal: making sure people have the information and support they need to make safe, responsible choices before, during, and after consuming alcohol or cannabis.

Through our Safe Ride program, we focus on encouraging individuals to plan ahead when consuming alcohol or cannabis, whether that means arranging a designated driver or using alternative transportation. By emphasizing the real risks associated with impairment, we aim to shift decision-making from reactive to proactive, helping to reduce harm and improve outcomes across our communities.

Importantly, these efforts reflect a consistent and integrated message that responsibility does not end at the point of purchase. It continues with every choice that follows. By aligning our retail practices with strong public education and community engagement, we are creating a more comprehensive approach to harm reduction that supports individuals while strengthening public safety overall.

Regulatory Services and Licensee Training: Enabling Responsible Service

Public confidence in regulated retail environments is built on a foundation of strong oversight, consistent standards, and a shared commitment to doing what is right. Our Regulatory Services division plays a vital role in upholding that confidence and trust. Through licensing, compliance, and enforcement, we aim to balance consumer access with public safety. This includes both the administration of licensing processes and the inspection and investigation activities that ensure adherence to legislation.

However, effective regulation is not achieved through oversight alone. It also depends on the knowledge, judgment, and day-to-day actions of the individuals responsible for serving customers and managing licensed establishments. Recognizing this, we continually provide practical training for licensees to better support responsible sales. Our latest training videos, which are free and accessible to the public incorporate scenario-based learning that reflects the realities of frontline beverage alcohol and cannabis service. These resources help equip licensees and their staff with the tools to navigate complex situations, whether it’s verifying identification, managing an impaired customer, or making responsible decisions under pressure.

Through continued oversight and education, licensees are supported in building the capacity and confidence needed to effectively do their job responsibly, thus strengthening compliance, reducing risk, and contributing to safer, more responsible service across the province.

Training & Education - Alcohol Training & Education - Cannabis

A Long-Term Commitment

At NLC, we understand that trust is built over time through consistency, transparency, and a demonstrated commitment to responsible practices. This trust is reinforced when the public can see and understand how our actions contribute to safer communities, and when our partners are equipped to uphold the same high standards.

By aligning responsible retailing, effective oversight, and meaningful public education, we are building a model that supports safer choices, reduces harm, and delivers long-term value to the people we serve. As we continue to evolve our approach to social responsibility, we are expanding our reach beyond policies to embed it in our culture and across operations - earning public trust not just through what we say, but through what we do every day.

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