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Code of Advertising Standards

PREAMBLE

Informal principles of good advertising practice for the winegrowing industry were first adopted in 1949. In recent years, California wine advertisers have desired more specific and significantly stronger standards to reflect the industry's concern with maximum social responsibility.

This Code is designed to encourage continued high standards so that California wine advertising may increasingly be viewed as a positive contribution to society.

All advertising in all forms - including, but not limited to Internet and other digital or cyberspace media, product labels, packaging, direct mail, point-of-sale, outdoor, displays, sponsorships, promotions, radio, television, motion picture and print media - shall adhere to both the letter and the spirit of this Code.

Amended:
April 1978
May 1987
September 1993
December 2000
September 13, 2005

GUIDELINES

These guidelines shall apply to all active members of Wine Institute. "Wine" as used in this Code means wine and wine coolers.

  1. Wine advertising shall encourage the responsible consumption of wine and shall be adult-oriented and socially responsible. Therefore wine advertising shall not depict or describe in their advertising:
    1. The consumption of wine for the effects the alcohol content may produce.
    2. Direct or indirect reference to alcohol content or extra strength, except as otherwise required by law or regulation.
    3. Excessive drinking or persons who appear to have lost control or to be inappropriately uninhibited.
    4. Any suggestion that excessive drinking or loss of control is amusing or a proper subject for amusement.
    5. Any persons engaged in activities not normally associated with the moderate and responsible use of wine and a responsible lifestyle. Association of wine use in conjunction with feats of daring or activities requiring unusual skill is specifically prohibited.
    6. Wine in quantities inappropriate to the situation or inappropriate for moderate and responsible use.
    7. Wine advertising should not depict or encourage illegal activity of any kind.
    8. Comparative advertising claims shall be truthful and appropriately substantiated and shall not be disparaging of a competitor's product.
  2. Advertising of wine has traditionally depicted persons enjoying their lives and illustrating the role of wine in a mature lifestyle. Any attempt to suggest that wine directly contributes to success or achievement is unacceptable. Therefore, the following restrictions shall apply:
    1. Wine shall not be presented as being essential to personal performance, social attainment, achievement, success or wealth.
    2. The use of wine shall not be directly associated with social, physical or personal problem solving.
    3. Wine shall not be presented as vital to social acceptability and popularity.
    4. It shall not be suggested that wine is crucial for successful entertaining.
  3. Any advertisement which has particular appeal to persons below the legal drinking age is unacceptable, even if it also appeals to adults. Therefore, wine advertising shall not:
    1. Show models and personalities as wine consumers in advertisements who are or appear to be under the legal drinking age. Such models shall be 25 years of age or older.
    2. Use music, language, gestures, cartoon characters, or depictions, images, figures, or objects that are popular predominantly with children or otherwise specifically associated with or directed toward those below the legal drinking age, including the use of Santa Claus or the Easter Bunny.
    3. Appear in children or juvenile magazines, newspapers, television programs, radio programs or other media specifically oriented to persons below the legal drinking age.
    4. Appear in any media where more than 30% of the audience is underage (determined by using reliable, up-to-date audience composition data).
    5. Be placed on the premises of college and university campuses or in newspapers published by, or primarily for, a college or university. However, members may advertise in licensed retail establishments located on such campuses or may participate in programs organized by or for graduate or professional schools or alumni organizations.
    6. Be presented as being related to the attainment of adulthood or associated with "rites of passage" to adulthood.
    7. Suggest that wine is similar to another type of beverage or product (e.g., milk, soda, candy) having particular appeal to persons below the legal drinking age.
    8. Use entertainment or sports celebrities having a particular appeal to persons below the legal drinking age. These selections should be substantiated by research demonstrating the basis for selection and periodically evaluated.
  4. Advertising shall in no way suggest that wine be used in connection with operating motorized vehicles such as automobiles, motorcycles, boats, snowmobiles, or airplanes or any activities that require a high degree of alertness or physical coordination.
  5. Wine advertising shall not be placed in media with substantial underage appeal:
    1. Members shall be mindful that online advertising may be viewed by under aged individuals and shall take steps to ensure that online content remains consistent with provisions of this Code.
    2. A member is encouraged to employ an age affirmation mechanism on the homepage that restricts access only to viewers who affirm their legal drinking age before access to any area of the site. Any linkage to a website page that bypasses the home page should include an age affirmation mechanism.
    3. It is recommended that member websites employ a third party age verification mechanism that will verify the legal purchase age of online purchasers of wine at the point of purchase.
    4. Members placing products in visual media, regardless of the visual media's rating, shall strive to depict wine appropriately and consistently with other provisions of this code.
    5. To the extent feasible, wine advertising shall not be placed in or directly adjacent to television or radio programs or print media that dramatize or glamorize over-consumption or inappropriate use of alcoholic beverages.
  6. Advertising shall make no curative or therapeutic claims except as permitted by law.
  7. Advertising shall not degrade, demean, or objectify the human form, image or status of women, men, or of any ethnic, minority, religious or other group or sexual orientation. Advertising shall not exploit the human form, or feature sexually provocative poses.
  8. Wine advertising shall not be directed to pregnant women. Wine advertising shall not portray excessive drinking.
  9. Wine advertising by members shall not reinforce nor trivialize the problem of violence in our society. Therefore, wine advertising shall not associate wine with abusive or violent relationships or situations.
  10. A distinguishing and unique feature of wine is that it is traditionally served with meals or immediately before or following a meal. Therefore, wine advertising when appropriate should include food.