ADVERTISING: For Health & Happiness

If anything bothers the liquor industry more than teetotalers, it is the legal taboos that restrict its advertising copy. While many an industry from cereals to soap touts its product as a boon to health or happiness, distillers are barred by Internal Revenue's Alcohol and Tobacco Tax Division from using "any advertisement which creates the impression that distilled spirits will contribute to the mental or physical well-being of the consumer, or may be consumed, even in moderate quantities, without any detrimental effect." Last week there were signs that the industry is getting around the law with ads discreetly plugging...

Want the full story?

Subscribe Now

Subscribe
Subscribe

Get TIME the way you want it

  • One Week Digital Pass — $4.99
  • Monthly Pay-As-You-Go DIGITAL ACCESS$2.99
  • One Year ALL ACCESSJust $30!   Best Deal!
    Print Magazine + Digital Edition + Subscriber-only Content on TIME.com

Learn more about the benefits of being a TIME subscriber

If you are already a subscriber sign up — registration is free!