• by Fern Siegel , June 30, 2008

The Federal Trade Commission just raised a glass to the alcohol industry. A major report, released Friday, said the agency found that the industry enjoyed "high levels of compliance" with voluntary rules that limit advertising directly to adults 21 and older.

Specifically, the FTC found that more than 92% of all television, radio and print ad placements met the 70% 21+ demographic standard. More than 97% of total ad impressions met the 70% standard.

"Since 2003, we have instituted transparent public reports, rigorous audits and a new buying guideline for Internet/digital media," said Peter H. Cressy, Distilled Spirits Council president, "which have significantly contributed to the high standard cited."

The findings stood in stark contrast to a recent study by the Center on Alcohol Marketing and Youth, which slammed the cable industry for running too many alcohol-related ads in shows where 30% or more of the viewing audience are underage drinkers.

Citing current stats, the FTC claims that teen drinking "has declined substantially over time," and "restriction on teen access to alcohol are a proven way to reduce teen drinking."

According to the report, the majority of teens gain access to alcohol through friends, parties where adults are present or taking it from a parent's liquor cabinet.

The 70% 21+ demo standard, which the FTC is keeping, is grounded in 2000 census data. That baseline, the agency said, ensures that "alcohol advertising is not disproportionately directed to those below the legal drinking age, as recommended by the Surgeon General's Call to Action."