Alcohol Advertising
...Timothy J. Muris Chairman
Mozelle W. Thompson Commissioner
Orson Swindle Commissioner
Thomas B. Leary Commissioner
Pamela Jones Harbour Commissioner
Report Contributors
Janet M. Evans, Bureau of Consumer Protection, Division of Advertising Practices
Jill F. Dash, Bureau of Consumer Protection, Division of Advertising Practices
Neil Blickman, Bureau of Consumer Protection, Division of Enforcement
C. Lee Peeler, Deputy Director, Bureau of Consumer Protection
Mary K. Engle, Associate Director, Bureau of Consumer Protection, Division of Advertising
Practices
Joseph Mulholland, Bureau of Economics
Assistants
Dawne E. Holz, Bureau of Consumer Protection, Office of Consumer and Business Education
Michelle T. Meade, Law Clerk, Bureau of Consumer Protection, Division of Advertising
Practices
Chadwick Crutchfield, Intern, Bureau of Consumer Protection, Division of Advertising Practices
Executive Summary
The Conferees of the House and Senate Appropriations Committees directed the Federal
Trade Commission to study the impact on underage consumers of ads for new flavored malt
beverages, and whether the beverage alcohol industry has implemented the recommendations
contained in the Commission’s 1999 report to Congress regarding alcohol industry selfregulation.
This report sets forth the Commission’s findings on these subjects.
The Commission’s investigation of flavored malt beverages (FMBs) indicates that adults
appear to be the intended target of FMB marketing, and that the products have established a
niche in the adult market. The investigation found no evidence of targeting underage consumers
in the FMB market. FMB marketers placed advertisements in conformance with the industry
standard that at least 50% of the advertisement’s audience consists of adults age 21 and over.
Nevertheless, the 50% placement standard in effect in 2001 and 2002...
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