Alcohol Beverage Advertising Mistakes

Common Alcohol Beverage Advertising Mistakes

beverage labelsThe Advertising, Labeling, and Formulation Division (ALFD) of TTB sees a wide range of mistakes when reviewing alcohol beverage advertisements of our regulated industry members. We'd like to share with you some of the most common mistakes we find. (Source TTB)


The Most Common Mistakes that Wine Producers, Distilleries, Breweries and Other Importers make are in Mandatory statements. The statements sometimes are missing:

the name and address of the responsible advertiser

the alcohol content (percent alcohol by volume) of distilled spirits

False or misleading health claims or health-related statements are made, such as:

"will improve memory"

"no headaches"

"provides energy"

Statements that create a misleading impression about the identity, origin, or other characteristics of the product.

A product label depicted on a bottle in the advertisement is not a reproduction of the approved label.

A calorie or carbohydrate claim is made but no statement of average analysis appears on the website.

Also Read Our Article On Social Media Laws For Wine, Spirits and Beer Industry


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(TTB) has issued new guidelines defining everything from blogs and social networks to video sharing sites and micro blogging services as “advertising.” And as such, any use of social media by industry members (specifically permit holders) is subject to the same limitatios, requirements and restrictions as any other form of advertising previously has been.


What this means amongst other things is that brands are required to include so-called “mandatory statements” (such as their location and product designation as prescribed by TTB) on social media properties in an obvious place (such as the “about” or profile information section) that is clearly visible with and associated with the message [...] Continue Reading New Laws On Social Media Advertising For Alchohol Beverages