Failure of Self-Regulation of Alcohol Advertising: A Review of Four Years of Reports from the Distilled Spirits Industry

The Distilled Spirits Council of the United States (DISCUS), a trade association for the distilled spirits industry, has for decades touted its voluntary “Code of Responsible Practices” for the advertising and marketing of its members. But no systematic review of the industry's oversight system had previously been undertaken. Marin Institute conducted such a review, analyzing four years worth of advertising complaints, as described in the industry's own reports released from 2004-2007. This presentation will explain the results, which statistically demonstrate an inherent bias in having industry members police itself. Complaints regarding ads from companies with a member on the DISCUS board were three times less likely to be found in violation of the Code. Recommendations, which include federal government oversight with truly independent, third-party review will also be discussed.