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Bureau of Alcohol, Tobacco, Firearms and Explosives

ATF News
For Immediate Release:
Contact: Art Resnick
22, 1999

Health Claims and
Other Health-Related Statements in the Labeling and Advertising of Alcohol

- The Bureau of Alcohol, Tobacco and Firearms (ATF) will issue a notice
of proposed rulemaking in the Federal Register on October 25, 1999, proposing
to amend the regulations to prohibit the appearance on labels or in advertisements
of any statement that makes a substantive claim regarding health benefits
associated with the consumption of alcohol beverages unless such claim
is properly qualified, balanced, sufficiently detailed and specific, and
outlines the categories of individuals for whom any positive health effects
would be outweighed by numerous negative health effects. ATF is also proposing
to prohibit any advertisements that attribute health benefits to the consumption
of alcohol beverages unless such statement is appropriately qualified
in a manner that is not likely to result in any consumer confusion or

notice seeks comments on whether the negative consequences of alcohol
consumption or abuse disqualify these products entirely from entitlement
to any health-related statements.

notice also seeks comments on whether health-related statements on alcohol
beverage labels and advertising directing consumers to sources, such as
the U.S. Government Dietary Guidelines, of information are misleading
and whether ATF should continue to approve such statements.

The proposed
regulations are intended to ensure that labels and advertisements do not
contain statements or claims that would tend to mislead the consumer about
the significant health consequences of alcohol consumption.

must be received on or before February 22, 2000.

written comments to:

Regulations Division Bureau of Alcohol, Tobacco and Firearms P.O. Box
50221 Washington, DC 20091-0221 ATTN: Notice No. 884