(L-R)Jason Canvasser and Alyson Acheson of Clark Hill. Courtesy photos TTB Updates Guidance for Use of Social Media to Advertise Alcoholic Beverages
With the increased scrutiny given to social media platforms by the TTB, it is critical that all industry members and those with a social media presence review their advertising practices to confirm that they are in compliance with applicable federal (and state) advertising rules and regulations.
February 14, 2023 at 09:50 AM
6 minute read
Food and Beverage
Social media has become an ever-increasing channel of communication and a popular and effective medium for advertising with over four billion people using platforms like Facebook, TikTok, Twitter and Instagram. Athletes, celebrities, and influencers abound on these platforms. Like many other industries, the alcohol industry has jumped into the fray; spending countless dollars advertising through social media. Because of the growth of social media advertising and the use of it by alcohol brands, the Alcohol and Tobacco Tax and Trade Bureau (TTB) issued Industry Circular 2022-2 to provide guidance on how the TTB's rules on advertising apply to advertising via social media.
The TTB's advertising regulations are codified in the Federal Alcohol Administration Act. These regulations protect consumers by prohibiting false or misleading claims and requiring certain information regarding the product advertised. By way of example, the TTB requires certain mandatory information appear on alcohol advertisements:
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