TTB Warns Against Misleading Health Claims

On March 25, 2022, the federal Alcohol and Tobacco, Tax and Trade Bureau (TTB), issued a strong regulatory reminder that misleading and unsubstantiated health-related advertising statements are prohibited. This follows a Wine Institute meeting with TTB a few weeks ago where we expressed serious concerns about misleading health-related statements in alcohol beverage labeling and advertisements. The agency provided specific examples of unsubstantiated advertising statements suggesting that consuming a particular alcohol beverage will mitigate health consequences typically associated with alcohol consumption including statements like “no headaches,” “hangover free,” and “diabetic friendly.”  TTB understands the seriousness of these misleading health-related statements for the industry as well as their impact on consumers and will continue to advise on this important issue in its upcoming newsletters.