There was no immediate indication that limiting ads to even more-adult-watched programming would have a substantial effect on ad placement even if approved by the alcohol industry. A Beer Institute spokesman said brewers' ads generally appear on programming whose adult share is well over 50%.
The FTC also will recommend in the report, which was requested by Congress, that the alcohol industry:
--Allow independent review of its enforcement of its ad codes.
--Develop a "set of best practices" that would apply across the board to all three separate codes that the beer, wine and distilled liquor segments currently have in place.
--Prohibit ads that have "substantial appeal" to kids even if the ads also appeal to adults or are targeted to people 25 or older, and limit product placement to R and NC-17 rated films.
A spokesman for the Distilled Spirits Council of the U.S. didn't return calls today, and both Beer Institute and Wine Institute spokesmen declined comment until seeing the report.