The real focus has to be social media.
First, the CRTC's code is inherently problematic because it's voluntary. It's a set of 17 rules that marketers are supposed to follow, but, as I, myself, observed during my research on bar advertising, the code is constantly being broken without any repercussions because it's voluntary. That's the first problem.
The second problem is that the code doesn't pertain to social media. That is really where the marketing happens nowadays, targeting young people in a very sneaky way. I'm in constant contact with students on campus, and one university student told me that he drank, went to bars, and knew what was going on, so he didn't need to check the Facebook or Instagram page of a bar or an alcoholic beverage in order to be told its effects. We need to consider who the curious people are checking those Facebook or Instagram pages. It's 12-, 13-, and 14-year-olds. They are the ones looking at the ads. They are the ones getting the brunt of the advertising. It's like the wild west when it comes to Internet ads.
Finland may have the right idea. There, authorities decided to completely ban all alcohol-related advertising on social media. They did it recently, so the exact impact has yet to be determined, but we could certainly look to our Finnish counterparts for some guidance.