The Wine Institute

Wine Institute's Code of Advertising Standards

• Advertising Code (Ad Code)
• Complaint Review Process
• Complaint Submission

Revised Code of Advertising Standards

Wine Institute's Code of Advertising Standards was revised and adopted in September of 2005.

Major changes to the code include the following:

• Applies to All Wine Institute Members — The Code requires all Wine Institute members to comply.
• Advertising Review Committee and Appeals Process — Advertising complaints will be reviewed using a two-state review procedure.
• Age of Models — All models and personalities who are being depicted as wine consumers should appear to be over the legal drinking age and be at least 25 years of age.
• College Campuses — Advertising in newspapers published by, or primarily for, a college or university is prohibited.
• Sports and Entertainment Figures — New provisions will permit the use of sports figures and entertainment celebrities, which can be substantiated by research demonstrating that the figure does not appeal to underage consumers.
• Web Site Recommendations — Age Affirmation and Age Verification mechanisms on web sites are encouraged.

Wine Institute's revised Code of Advertising Standards includes a third party review process for wine advertisements. Members should be aware of this process and that advertisements may undergo such scrutiny pursuant to this process.