• Ad Age, Wednesday, May 17, 2006 11:31 AM

In the newest attack on alcohol advertising, 20 state attorneys general are pushing the Federal Trade Commission to limit alcohol ads to media where at least 85 percent of the audience is 21 or over, Ad Age reports. The current voluntary industry codes places the floor at 70 percent, a level that the officials claim "overexposes youth to alcohol advertising." But liquor and advertising trade groups hold that there is no causal relationship between advertising and underage drinking and question whether the FTC can impose any limits at all. "It's my strong guess that the FTC could not enforce this," said Dan Jaffe, executive vice president of the Association of National Advertisers. "It's highly unlikely to be constitutional."

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