Industry Circular

Number: 76-7

Date: March 12, 1976

Department of the Treasury

Bureau of Alcohol, Tobacco and Firearms

Washington, DC 20226

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ALCOHOLIC BEVERAGE ADVERTISING IN AIRLINE INFLIGHT, HOTEL INROOM MAGAZINES AND SIMILAR PUBLICATIONS

Proprietors of Distilled Spirits Plants, Bonded Wine Cellars, Taxpaid Wine Bottling Houses; Brewers, Importers, Wholesale Malt Liquor Dealers and Others Concerned:

The purpose of this circular is to set forth the Bureau's position regarding alcoholic beverage advertising in complimentary magazines.

The Bureau has received inquiries regarding its position on industry members placing advertising in complimentary magazines such as those provided to the public by airlines and hotels serving alcoholic beverages.

The Bureau will not object to advertising in such magazines as long as:

(1) The retailer (airline, hotel, etc.) receives no compensation or credit, directly or indirectly from the placement of such advertise- ments or toward the purchase of the publication due to soliciting industry member advertising.

(2) The advertisement does not contain laudatory or conspicuous references to the airline, hotel, etc., or contain illustrations depicting the airline, hotel, etc.

The above does not apply to those magazines actually published by the retailer. It applies only to publications of an independent pub- lishing house having no other connection with the retailer except through the purchase of the publication.

Rex D. Davis

Director