-Marks First Trade Group to Issue Industry-Wide Internet Buying Rules-

WASHINGTON, DC – The Distilled Spirits Council (DISCUS) today announced a new industry-wide buying guideline for placing online advertising and marketing materials on third party websites to meet the industry’s 70% 21 years of age and older demographic standard.

“With online communication channels becoming increasingly present in today’s media landscape, this new Internet guideline will further assist beverage alcohol companies in meeting the Code’s standard when using this rapidly evolving marketing tool,” said Distilled Spirits Council President Peter Cressy.  “Over the decades, the spirits industry’s advertising Code has evolved to meet the challenges of new media technology.”

The guideline, which goes into effect Jan. 1, 2008, provides standards for the appropriate use of different Internet demographic measurement tools including syndicated data sources; independent demographic surveys; and website “register user” databases.  As is the case for other media, the guideline also requires the use of post audits and corrective measures for future placements if an audit indicates the placement did not meet the 70% 21 years of age and older demographic standard.

The new guideline will apply to all paid and unpaid placements under the control of the advertiser including ads on third-party websites, video advertisements, audio mentions, internet banners, pop-ups, sponsorships, user-generated content (including blogs) and “limited edition” websites.