Current through Register Vol. 24-06, March 15, 2024
(1) Institutional
advertising shall mean advertising which promotes company or brand name
identification, but does not directly solicit purchase or consumption of
liquor. Educational advertising shall mean factual information on liquor, its
manufacture, history, consumption and methods of ascertaining the quality of
various types of liquors. All liquor advertising on products sold in the state
of Washington may not contain any statement, picture, or illustration that:
(a) Is false or misleading;
(b) Promotes over consumption;
(c) Uses the Washington state liquor control
board's seal or refers to Washington state liquor control board, except where
required by law;
(d) Represents the
use of liquor has curative or therapeutic effects, if such statement is untrue
or tends to create a misleading impression;
(e) Implies the consumption of liquor
enhances athletic prowess, or any statement, picture, or illustration that
refers to any known athlete, if such statement, picture, or illustration
implies, or if the reader may reasonably infer, that the use of liquor
contributed to any known athlete's athletic achievements;
(f) Depicts a child or other person under
legal age to consume liquor, or includes:
(i)
Objects, such as toys or characters, suggesting the presence of a child, or any
other depiction designed in any manner to be especially appealing to children
or other persons under legal age to consume liquor; or
(ii) Is designed in any manner that would be
especially appealing to children or other persons under twenty-one years of
age.
(g) Is targeted
principally to minors by implying that the consumption of alcoholic beverages
is fashionable or the accepted course of behavior for persons under twenty-one
years of age; or
(h) Uses
subliminal or similar techniques. "Subliminal or similar techniques" as used in
this section, refers to any device or technique that is used to convey, or
attempts to convey, a message to a person by means of images or sounds of a
very brief nature that cannot be perceived at a normal level of
awareness.
(2) If
advertising claims the alcohol product has a curative or therapeutic effect or
enhances health or performance, the licensee must:
(a) Cite the name of the author and date of
the research or study supporting the claim; and
(b) Provide a copy of this research or study
to the board.
Statutory Authority:
RCW
66.08.030,
66.08.060, and 66.28.010.
10-06-122, § 314-52-015, filed 3/3/10, effective 4/3/10. Statutory
Authority:
RCW
66.08.030 and
66.98.070. 82-17-031 (Order 108,
Resolution No. 117), § 314-52-015, filed 8/11/82. Statutory Authority:
RCW
66.08.030,
66.08.060 and
66.98.070. 80-09-078 (Order 73,
Resolution No. 82), § 314-52-015, filed 7/18/80. Statutory Authority:
RCW
66.08.030,
66.08.060 and 66.08.070. 79-08-036
(Order 68, Resolution No. 77), § 314-52-015, filed 7/17/79; Order 46,
§ 314-52-015, Rule 116.5, filed 6/9/76; Order 10, § 314-52-015, Rule
116.5, filed 10/27/70, effective
11/27/70.
