The Reasons Behind Alcohol Advertising Regulations

Alcohol commercials have been around for decades. These commercials usually show groups of people in fun or romantic settings toting their drinks around like some kind of trophy. From the pristine beaches of San Diego to crowded bars filled with attractive people, the advertising agencies behind alcohol brands know how to show off their product.

As diverse as these ads have been throughout the years, the one thing they have in common is that they are not allowed to show people actually drinking any alcohol. Ad agencies from San Diego to the East Coast have struggled with this for a long time.

So, why is showing alcohol consumption prohibited in advertisements? Is it because TV networks in San Diego and other parts of the world are worried about substance abuse and people checking into treatment centers? Is there actually a law behind not being able to show people consuming alcohol in the ads? 

According to the FCC: “Congress has not enacted any law prohibiting broadcast advertising of any kind of alcoholic beverage, and the FCC does not have a rule or policy regulating such advertisements." Out of the mouth of the FCC itself, we learn that there is no law prohibiting advertising agencies to show people consuming drinks in their commercials. 

The Beer Institute has also offered their input on this: "Although beer advertising and marketing materials may show beer being consumed (where permitted by media standards), advertising and marketing materials should not depict situations where beer is being consumed rapidly, excessively, involuntarily, as part of a drinking game, or as a result of a dare."

From these quotes we learn that it is perfectly acceptable for marketing agencies in San Diego and across the country to show alcohol consumption. However, they will run into problems when they start showing people drinking and acting irresponsibly. If advertisers are not careful, their portrayal of alcohol use can lead to bigger problems—including some needing to check into alcohol treatment centers.

According to Tara Rush, the senior director of corporate communications at Heineken USA, the regulations come from the actual TV networks and those regulations have been long-standing. Apparently, each network on TV can come up with their own standards for alcohol ads. As it currently stands, many networks discourage advertisers from showing people drinking. The reasons behind this can vary, but one of the main reasons could be wanting to prevent people from abusing alcohol and having to go to treatment centers.

With so much underage drinking and so many people checking into treatment centers in San Diego and other parts of the country, it is no wonder the TV networks are so strict when it comes to their advertisements. Only time will tell if these rules and regulations will become more lax or strict.

Ian Francis is a health writer reporter for Fusion 360, an SEO and content marketing agency. Information provided by Miramar Recovery Center.