What exactly are ATOD commercials supposed to legally tell about their product?

For the past few months I've noticed in alcohol commercials advertisers never show the consumers of their product actually drinking it and after looking into it, it is against the law to show a patron drinking. I then wondered what are the actual rules and regulations about all ATOD commercials. It's clear what the manufacturers have to put the details and side effects of their actual product, but finding advertising laws was a bit more difficult.

Most laws are about the posting of the age requirements and consuming alcohol in a responsible manner. Generally speaking there can be no false health advertising and the alcohol trade and tax bureau monitor all reviews and advertisements. The FDA doesn't have to approve the ad before it airs. All ad laws are in affect for all forms of media. TBB also, "responds to specific complaints and referrals. TTB specialists will work individually with industry members to answer questions and to ensure the correction and/or removal of any improper advertising currently in use."

International advertisements are also reviewed to comply with U.S. rules and regulations and if the criteria isn't met, it cannot be aired.

Another agency that regulates guidelines is the Federal Trade Commission (FTC). Making sure all actors within the commercial are at least 25 years old and appear to be at least 21 years old. Drinking games, taking a shot or sip cannot appear on any advertisement for alcohol. Tobacco products must also have a warning label on the product you are purchasing. Despite the warnings and obvious dangers people continue to purchase these products enough to make them two of the United States most profitable businesses.

Marcus AW

Source:
http://www.ttb.gov/consumer/labeling_advertising.shtml