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FTC To Review Major Producers’ Digital Marketing Tactics

April 13, 2012

The Federal Trade Commission is requiring 14 major beverage alcohol advertisers to provide details on their use of digital media and data collection for the first time as part of an ongoing study of the effectiveness of the agency’s voluntary guidelines aiming to reduce underage consumers’ exposure to alcohol ads.

Diageo, Pernod Ricard, Anheuser-Busch and others have been directed to report advertising expenditure and placement data, as well as background information about business practices, to the FTC by June 11. Past FTC inquiries on traditional alcohol advertising have led Discus, The Wine Institute and the Beer Institute to introduce their own guidelines governing advertising activity, including on digital and social media platforms.

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