Advertising of Hard Liquor on TV in The United States Essay

2437 Words 10 Pages
What Are The History, Laws, Profitability, and Responsibilities To The Consumer
Of Advertising Hard Liquor on TV In The United States?

INTRODUCTION

Purpose

The goal of this report is to inform the reader of the recent events that prompted hard liquor advertising on TV. In addition, the laws associated with advertising across this media, as well as recent legislative endeavors to control such advertising. Furthermore, the report also focuses on the potential profitability the distilled spirit's industry will gain from advertising across this media and the industries social responsibilities to the consumer.

Sources and Methods

Research for this report is gathered mainly from information found on the World
Wide Web. Some information was
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The case of 44 Liquormart, Inc. vs.
Rhode Island upholds the industry's commercial free speech rights by insuring that beverage alcohol is allowed the same protection under the First Amendment as other legal products and services.

In addition, the Courts also ruled that truthful and non-misleading advertising is an essential part of the free enterprise system. Withholding this form of advertising deprives the consumers of knowledge that is needed to make conscious and informed decisions.

Federal Regulations

Advertising hard liquor on TV is a constitutionally protected right, however, the industry must follow strict Federal regulations. An advertisement of distilled spirits can not contain any false or misleading statement that tends to create a misleading impression of the product to the consumer. Furthermore, a statement in an advertisement cannot say anything bad about a competitor's product. Provisions are made also for a statement's design that cannot contain any material that is obscene or indecent.

Federal regulations do not permit claims of distilled spirits having curative or therapeutic qualities. This practice was very popular in the 1800's and early
1900's. Traveling salespersons would often stage a show in the middle of small towns claiming a miracle cure for various sicknesses. Most often, the cure would involve alcohol consumption causing the consumer to become intoxicated.
This advertising was false and misleading.

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