FTC to Review Alcohol Ad Guidelines

In light of the prominence of social media, the FTC will reassess its voluntary advertising guidelines imposed on producers of alcoholic beverages.

March 10, 2011

NEW YORK - In light of the increased presence of social media, the Federal Trade Commission announced earlier this week that it intends to review the voluntary guidelines followed by most marketers of alcoholic beverages, the New York Times reports.

Existing guidelines were implemented to reduce the exposure of advertising to minors. However, the last time a study was conducted, social media was nonexistent, thus prompting the current reassessment.

As a first step, the FTC will gather information from beer, wine and distilled spirits manufacturers, seeking input on how the industry complies with the self-regulatory process in areas such as ad placement and how companies try to avoid collecting private data from those under the age of 21.

The alcohol beverage industry self regulates its advertising and marketing practices, distinct from the processes followed by manufacturers of other products. Ads generally run only in media outlets certifying that 70 percent or more of their viewers or readers are 21 years of age or older.

The last time the FTC reassessed self-regulation was June 2008, when it concluded that about 97 percent of "total alcohol advertising impressions" were generated from ads that met the 70 percent target.

"We have been doing studies every four to five years," said Janet M. Evans of the commission??s bureau of consumer protection, "and we announced over a year ago that we??d start a new study this year."

Evans said that if the FTC looks into social media and social marketing, issues could include "information collection and the credibility of age registrations."

Currently, guidelines of many manufacturers of distilled spirits require visitors to websites to confirm they are 21 years of age or older.

Advertisement
Advertisement
Advertisement