Ad Panel Mulls Voluntary Caps on Hard Liquor Spots

The advertising industry, fearing government regulation, is discussing voluntary limits on hard liquor pitches.

The National Advertising Review Council said it is considering the need for limits on pitches for hard liquor and other adults-only products such as beer, wine and cigarettes. In recent weeks, two federal agencies have opened inquiries into TV ads for alcohol.

The development came as yet another liquor firm launched TV commercials, the latest since the spirits industry dropped its decades-old ban on such advertising last month. Sidney Frank Importing Co. of New Rochelle, N.Y., said it is airing commercials for Jagermeister, a cordial popular with college students, on cable TV in San Francisco.

The company said Monday that it tried to buy time during Los Angeles Lakers broadcasts on two Los Angeles television stations but was turned down.

“No one in Los Angeles would take us,” said Sidney Frank, owner of the importer. He said the company has set aside $1 million to air ads through the holidays, the most important selling season for liquor.

The review council, the advertising industry’s policy-setting body, said its discussions are preliminary and no rules have been proposed. Reaching consensus among advertisers may be difficult because industries have conflicting ad guidelines. Unlike cigarette makers, for example, hard liquor advertisers have agreed not to use cartoon images, such as RJR’s Joe Camel.

Reaction to the advertising industry’s step was muted.

“It is a very vague idea,” said Elizabeth Board, spokeswoman for the Distilled Spirits Council of the United States. Representatives of the Beer Institute couldn’t be reached.

The development is the latest in the controversy surrounding the liquor industry’s decision to advertise on TV and radio.

The Federal Trade Commission has asked Joseph E. Seagram & Co. for information about ads it has aired for Chivas Regal and Royal Crown. It has also asked Stroh Brewing Co. for information about ads for Schlitz malt liquor. The company said an ad for Schlitz inadvertently aired on MTV in July during “My So-Called Life,” a show that attracts an underage audience.

Federal Communications Commission Chairman Reed Hundt has urged broadcast stations not to accept liquor ads, stating he believes they may harm children. It’s uncertain whether the other three commissioners agree.

The four largest broadcast networks have refused to accept liquor ads, as have many independents, including Gannett.

Fox Sports West in Los Angeles confirmed it turned down the Jagermeister spot in keeping with the Fox network policy. KCAL-TV, which is owned by New York-based Young Broadcasting, confirmed it also rejected the Jagermeister ad.

The liquor company found a taker in Los Angeles for Jagermeister radio spots, though. They are airing on KLSX during “The Howard Stern Show.” A representative of KLSX could not be reached.