Self-Regulation in the Alcohol Industry

Federal Trade Commission (FTC)

This report monitors the efforts by the alcohol industry to reduce the likelihood that alcohol advertising will target youth, by its placement or content. It provides data about how industry members allocate promotional dollars, data on compliance with industry advertising placement standards (requiring at least 70 percent of the audience for advertising consist of adults 21 and older), analysis of external review of advertising complaints and an update on the FTC’s “We Don’t Serve Teens” campaign. The post-placement data on the advertisements showed that more than 92 percent of the placements met the 70 percent target when they ran.

The FTC recommended self-regulation of alcohol marketing over government regulation because it conserves government resources and is more flexible.  The FTC continues to believe that self-regulation must play a prominent role in addressing concerns about alcohol marketing and youth. Free, 86 pages. (202) 326-2222,


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