Social Media and Electronic Advertising Rules for the Alcohol Industry Michael Kaiser Director of Public Affairs WineAmerica VinCo Conference and Trade.

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Presentation transcript:

Social Media and Electronic Advertising Rules for the Alcohol Industry Michael Kaiser Director of Public Affairs WineAmerica VinCo Conference and Trade Show January 21, 2016

Regulated by TTB Alcohol and Tobacco Tax and Trade Bureau Division of the Treasury Department Market Compliance Office Enforcement power designed to protect the consumer Wine: 27 CFR 4.64 Distilled Spirits: 27 CFR 5.65 Malt Beverages/Beer: 27 CFR 7.54

TTB Authority Reviews advertisements that appear in various media Includes print, television, radio, outdoor signage, and websites Now reviewing social media sites: Facebook, Twitter, Google+, Instagram, YouTube, etc. All advertising MUST comply with regulatory requirements They look at everything now

Advertising Requirements Name and Address of brewery, cidery, distillery, meadery or winery on all advertising Class, type and distinctive designation of product If not advertising specific product, only name and address are required Advertising must be consistent with labeling of product

Prohibited Information False statements and statements disparaging competitors Obscene and indecent statements or images Statements that may mislead the consumer: Health statements, etc. Statements implying intoxicating qualities of product Other (can vary by commodity)

Social Networks Facebook, LinkedIn, etc. Considered advertising under “other media” TTB views entire page as one advertisement Required information only needs to be on one part of the page Must be readily available and legible

Video Sharing Sites YouTube, Vimeo Considered regular advertising Requirements apply to both videos and channels Downloading = Disseminating

Blogs Considered regular advertising Requirements on blog page Posts about individual products must have class/type requirements Prohibited practices must be followed for all posts by industry member

Microblogs Twitter Requirements to be on home page Prohibited practices must be followed for all posts by industry member

Mobile Applications Downloadable mobile websites and apps Considered consumer specialty advertisement Only requirement is Company Name or Brand Name Prohibited practices still apply

QR Codes and Links Links considered part of the advertisement QR codes = requirements can vary

Questions?

WineAmerica The National Association of American Wineries 818 Connecticut Avenue, NW Ste Washington, DC