DISCUS commended for ‘robust’ ad standards

A US spirits trade association has been praised for its “robust” and “effective” self-regulated alcohol advertising measures.

A report by the FTC has praised DISCUS’s “robust” advertising standards

In a report by the Federal Trade Commission (FTC), the Distilled Spirits Council of the US (DISCUS) was commended for its efforts to reduce alcohol marketing to underage audiences.

The report, entitled ‘Self-regulation in the alcohol industry’, examined the compliance of 14 alcohol companies with self-regulatory advertising guidelines.

It is designed to address concerns about underage exposure to alcohol marketing to ensure effective and responsible advertising by the industry.

DISCUS was praised for its adoption in 2011 of a new measure to ensure all of its members directed at least 71.6% of its advertising to those aged 21 and above.

The association also received acclaim for its “media summits”, which bring wine, beer and spirits companies together and also for “proactively issuing guidelines” on marketing practices for digital media.

“This report underscores our dedication to high standards, strict compliance and proactive measures to address the new media landscape,” said DISCUS President Peter Cressy.

“The FTC report clearly shows that the spirits industry directs its advertising to adults and is a leader in self-regulation.”

The report found that more than 93% of advertisements within the spirits category met the 70% 21+ demographic standard.

Recommendations made by the FTC included the creation of a more consumer-friendly privacy policies and “age-gating” social media

“DISCUS will give careful consideration to the recommendations in the report,” said Cressy.  “Key to our Code’s success is the willingness to adapt to the changing marketplace and new technology.”

The report is the fourth of its kind issued by the FTC.