Magazine Publishers of America
On June 26, the Federal Trade Commission released its third report since 1999 analyzing the self-regulatory programs of the alcoholic beverage industry with regard to marketing of alcohol products. The FTC report was the most positive to date, concluding that self-regulation efforts are largely effective. In response to earlier reports, the alcohol industry has continually strengthened its self-regulatory program, agreeing to require advertisers to obtain audience demographic data prior to placing ads and requiring that at least 70 percent of the audience for print, radio, and television advertisements be over the legal drinking age.
The report concluded that more than 92 percent of television, radio, and print advertisements met the 70 percent standard. At the FTC’s request, the 70 percent standard has also been adopted for Internet advertising. In addition, the report provided an update on ongoing FTC consumer education campaigns, calling on the alcohol industry to support efforts to diminish youth access to alcohol. MPA participated in one of the FTC’s consumer education campaigns in September 2007 -- We Don’t Serve Teens -- a campaign directed at adults and parents of teenage children.
No items were found.
