Ad Code Updated to Reflect Census Data

Wine Institute is updating the adult demographic placement standard in its Code of Advertising Standards (“Ad Code”) to reflect 2020 census data that the Census Bureau released on May 25. The recently released census data show that 73.8% of the U.S. population is 21 years of age and older. Previous data from the 2010 census data showed that 71.6% of the U.S. population was 21 years of age and older. Accordingly, the updated Ad Code provision will state that “wine advertising shall not appear in any media where more than 26.3% of the audience is underage (determined by using reliable, up-to-date audience composition data).” That updated threshold replaces the previous threshold of 28.4%. Members should review their advertising placements, policies and practices to ensure compliance with the new standard.

Wine Institute members are proud of their wines and are committed to ensuring that they are promoted responsibly. In furtherance of that commitment, members agree to adhere to the Ad Code, including its census-based demographic standard for advertising placements. The census-based demographic standard reflecting the percentage of the population age 21 years was included as a key recommendation in the 2008 report from the Federal Trade Commission (FTC) on “Self-Regulation in the Alcohol Industry,” and the FTC commended the industry adoption of this standard in its 2014 report.