NARC retreats from rules for tobacco, liquor ads

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The National Advertising Review Council is backing away from a plan to develop guidelines for voluntary self-regulation of "age-restricted" advertising. NARC -- made up of the American Association of Advertising Agencies, American Advertising Federation, Association of National Advertisers and Council of Better Business Bureaus -- issued a statement Dec. 20 saying it had concluded that a " `one size fits all' concept for an advertising code would not be feasible in the current circumstances." Such a code would have covered marketing of tobacco, alcohol and other products illegal for consumption by minors (AA, Dec. 9). NARC said it would work with individual industries on reviews of existing codes if asked.

Copyright December 1996, Crain Communications Inc.

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