New Guidance Issued on Social Media Use for Alcohol Beverage Companies

more+
less-

On Monday, the Alcohol & Tobacco Tax & Trade Bureau (“TTB”) released new guidance on the use of social media by alcohol beverage companies. The Industry Circular explicitly equates “social media” with “advertising,” and suggests that advertising regulatory requirements, including statements and disclosures mandated by TTB rules, apply to social networks and video sharing sites. The Circular does its best to take a practical approach to social media and holds industry members accountable mainly for what they themselves post or repost on their own websites, pages or apps. Postings by producers on sites maintained by other individuals or companies may also be advertising if the “totality of the message” leads to that conclusion. Mandatory statements are required on “profile” pages as well as on any data likely to become standalone material.

While the Circular does not directly refer to voluntary codes of advertising adopted by national wine, beer, and spirits trade groups, its publication should be a reminder of the importance of self-regulation and compliance. Apart from TTB, the Federal Trade Commission has also shown active interest in studying alcohol advertising online.

 

Written by:

Published In:

TTB

DISCLAIMER: Because of the generality of this update, the information provided herein may not be applicable in all situations and should not be acted upon without specific legal advice based on particular situations.

© Davis Wright Tremaine LLP | Attorney Advertising

Don't miss a thing! Build a custom news brief:

Read fresh new writing on compliance, cybersecurity, Dodd-Frank, whistleblowers, social media, hiring & firing, patent reform, the NLRB, Obamacare, the SEC…

…or whatever matters the most to you. Follow authors, firms, and topics on JD Supra.

Create your news brief now - it's free and easy »

All the intelligence you need, in one easy email:

Great! Your first step to building an email digest of JD Supra authors and topics. Log in with LinkedIn so we can start sending your digest...

Sign up for your custom alerts now, using LinkedIn ›

* With LinkedIn, you don't need to create a separate login to manage your free JD Supra account, and we can make suggestions based on your needs and interests. We will not post anything on LinkedIn in your name.
×
Loading...
×
×