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TTB Issues New Industry Circular for Social Media Advertising of Alcohol Beverages

Writer's picture: James NiekampJames Niekamp


TTB recently issued updated guidance on the use of social media in the advertising of alcoholic beverages. Here is a link to the new Industry Circular, which replaces Industry Circular 2013-1.


TTB's updated guidance addresses the various new forms of social media used in advertising alcoholic beverages under the provisions of the Federal Alcohol Administration Act (FAA Act) and TTB regulations.


The new Industry Circular is also to remind industry members that TTB's advertising regulations under the FAA Act, apply to all advertisements defined in the regulations in any media, including social media in a fairly broad sense.


Although the Industry Circular did not dive into the deeper issues associated with social media advertising and alcoholic beverages, the guidance still reiterated that compliance is mandatory, and prohibited practices are still enforced on new forms of social media.


Industry members should also remember that TTB is not the only authority on social media advertising and alcoholic beverages, as individual States generally tend to regulate this activity on a stricter basis, including as it relates to the trade practice issues.


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