TTB Warns Brands About Clean Descriptors with Alcoholic Beverages

The United States Tax Trade Bureau (TTB) has weighed in on the use of the word ‘clean’ as a descriptor for alcoholic beverages. The word is now being used with hard seltzers and other alcoholic drinks to imply that these products have advantages such as no artificial ingredients or simple ingredient lists. TTB does not define the term ‘clean’, nor does it have standards for this term when used in advertisements. It simply warned brands that this term could be problematic in certain contexts where the language may lead consumers to believe there are health benefits. This could create a misleading health claim. The TTB also warns consumers that the word ‘clean’ doesn’t mean organic.

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Picture Credit Susanne Kuehne

Posted on 28 April 2022