Posts by: Jonathan Dunitz

Social Media is an (age) gated community

Few brewers would dream of serving someone in their brewery or tasting room without checking an ID to ensure that all the craft beer lovers in the room are of legal drinking age.  When it comes to their virtual breweries and tasting rooms, however, there appears to be a bit of laxness in ensuring that everyone is age appropriate.   The problem with ignoring the age of virtual visitors is that Marketing and Advertising Codes issued by industry associations require age gates for websites and on social media. Age gates are also recommended by the Federal Trade Commission (“FTC”).

Most craft breweries have age gates on their websites, but many are ineffective and fail to meet the Marketing and Advertising Code or the FTC’s recommendations.  There are, with some variations, three basic types of age gates for websites.  First, there are what I would call passive age gates.  These simply state that by viewing the website the viewer agrees or acknowledges that he or she is 21 or older.  It is often at the bottom of the page or another location where it is easily missed or ignored.  Second, are age gates that require some interaction, but nothing more than a simple click.  These have a popup or landing page that ask whether the viewer is at least 21, requiring the user to click on “yes” or “no” to enter the website.  Obviously, if the viewer wants to get into the website, he or she will click yes regardless of age. Third, are age gates that actually require the underage user to do some math to gain entry.  While a diligent viewer will figure it out, these age gates require a bit more of the user than simply opening the webpage or clicking “yes.”  Instead, the user is required to enter his or her date of birth – and that date of birth must be at least 21 years earlier – before gaining access to the website. (more…)

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In the Beer Aisle: Independent Craft Brewers to Stand Out from the Rest of the Pack(s)

The Brewers Association (BA) recently launched a seal to certify that a craft brewer is independent.  This seal is, at least in part, in response to the global beer monoliths buying up formerly independent craft brewers as the large brewers’ share of the market started to shrink.  With more macro producers claiming independent micro and craft beer status via acquisitions, the time is ripe to clarify for consumers whether the beer they are buying is truly from a small, independent, craft brewery. (more…)

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Labels – It’s Not just the TTB that’s watching

As purveyors of beverages containing alcohol, most craft brewers, distillers and wineries are aware of the Alcohol and Tobacco Tax And Trade Bureau (“TTB”) rules for labels, and the sometimes onerous task involved in getting those labels approved.  To avoid extra expenses and delays, those who are not aware of the TTB requirements need to quickly get up to speed on those rules or engage counsel who can guide you through the process.  We cannot overstate the importance of following TTB rules, and making sure every label change conforms with the rules, including new approvals where necessary.  The TTB takes the rules very seriously.  So seriously that it annually conducts a random compliance investigation and publicly publishes the results of that investigation. (more…)

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