Alcohol Beverage Sampling and Advertising Program

Results of the FY 2009 Alcohol Beverage Sampling Program for Malt Beverages

Label Compliance

  • We estimate that 90 percent (±4 percent) of all malt beverage labels in the marketplace are in compliance with Federal alcohol beverage laws and regulations.

Findings:

  • Reasons for non-compliance in our sample included:
    • No approved COLA.
    • Additional labels appeared on the container (other than those included on the approved COLA).
    • Additional information appeared on the bottle or cap that did not appear on the approved COLA.  

Content Compliance

  • We estimate that 92 percent (±4 percent) of malt beverage products in the marketplace are in compliance with Federal alcohol beverage laws and regulations for malt beverages.

Findings:

  • Reasons for non-compliance in our sample included:
    • Containers were under-filled.
    • Containers were over-filled.
    • Actual alcohol content was less than that stated on the label.
    • Actual alcohol content was more than that stated on the label.
    • Actual calories did not match what was stated on the label.

Overall Findings

  • We found no significant difference in labeling and content compliance rates for domestic and imported products.
  • The overall marketplace compliance rate for malt beverage labels together with the compliance rate for content is 85 percent ± 5 percent.

 

Results of the FY 2009 Alcohol Beverage Advertising Program

  • We estimate the compliance rate for all malt beverage advertisements with Federal alcohol beverage advertising laws and regulations is 73 percent ± 4 percent.

Findings:

  • Advertising on the internet and radio appear to have the most compliance issues while TV ads appear to be the most compliant.
  • The top four reasons for non-compliance in our malt beverage advertising sample were:
    • Mandatory information related to the responsible advertiser was missing (37 percent of all non-compliant ads)
    • Prohibited claims regarding the alcohol content (strength claims) appeared (30 percent of all non-compliant ads)
    • Mandatory class designation information was missing (22 percent of all non-compliant ads)
    • Calorie or carbohydrate claims appeared without the required Statement of Average Analysis (12 percent of all non-compliant ads)
  • Of all the non-compliant ads 18 percent were non-compliant for more than one reason.
  • The most common reasons for non-compliance by media type:

Media Type

Reason

Percentage of Non-compliant Ads

Internet

Prohibited strength claims

45%

Outdoor

Missing  Info - Responsible Advertiser

86%

Print

Missing  Info - Responsible Advertiser

80%

Missing -  Class Designation

80%

Radio

Missing  Info - Responsible Advertiser

100%

TV

Missing -  Class Designation

60%

Page last reviewed/updated: 01/22/2015

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