Common Alcohol Beverage Advertising Mistakes

The Market Compliance Office (MCO) of TTB sees a wide range of mistakes when reviewing alcohol beverage advertisements of our regulated industry members. We would like to share with you some of the most common mistakes we find.

  • Mandatory statements are missing, such as:
    • the name and address of the responsible advertiser
    • the alcohol content (percent alcohol by volume) of distilled spirits
  • False or misleading health claims or health-related statements are made, such as:
    • "will improve memory"
    • "no headaches" 
    • "provides energy"
  • Statements that create a misleading impression about the identity, origin, or other characteristics of the product.
  • A product label depicted on a bottle in the advertisement is not a reproduction of the approved label.
  • A calorie or carbohydrate claim is made but no statement of average analysis appears on the website.

For more information on advertising, please read our brochure What You Should Know About Advertising Alcohol Beverage Products.

Page last reviewed/updated: 09/05/2017