FTC challenges beer, liquor ads

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The Federal Trade Commission, in three actions aimed at alcoholic beverage advertising, said two marketers will change ads under consent settlements they negotiated with the commission, and that it had asked eight major marketers to submit evidence of their compliance with industry self-regulation. The FTC said it challenged ads from Beck's North America, Greenwich, Conn., that featured young adults drinking on a sailing ship. It charged the ads promoted unsafe marine conduct and violated the Beer Institute's self-regulatory rules. FTC said it also challenged advertising from Allied Domecq Spirits & Wines, Southfield, Mich., for Kahlua White Russian for wrongly portraying the brand as being a "low-alcohol' beverage. The eight marketers asked to supply evidence of compliance with industry self-regulation standards were Anheuser-Busch, Adolph Coors Co., Stroh Brewery Co., Miller Brewing Co., Diageo, Bacardi/Martini USA, Seagram Americas and Brown-Forman Corp.

Copyright August 1998, Crain Communications Inc.

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