FTC To Review Alcohol Marketing Again
March 9, 2011 at 4:25 AM (PT)
The FEDERAL TRADE COMMISSION is launching a review of alcohol advertising, reports the NEW YORK TIMES, the fourth time in twelve years that the FTC is studying the industry's voluntary marketing guidelines.
The alcoholic beverage industry presently regulates itself regarding advertising, and generally follows a guideline that ads should run only in media with 70% or more of their audience in the 21-and-older demographic. The new study, the first since the FTC's JUNE 2008 report, may examine the industry's use of social media as well as traditional marketing.
"We have been doing studies every four to five years," the FTC's JANET M. EVANS wrote in an e-mail to the TIMES, "and we announced over a year ago that we'd start a new study this year."