The federal government enacted the Federal Alcohol Administration Act (FAAA) shortly after the repeal of Prohibition, and this legislation has served as the primary vehicle for regulating alcohol advertising in the United States. The Alcohol and Tobacco Tax and Trade Bureau (TTB) has primary responsibility for enforcing the FAAA. Consumer protection and advertising regulation are not, however, areas of expertise for the TTB, which is located within the Department of the Treasury, and the FAAA provides only limited authority and guidance. The Federal Trade Commission (FTC), the agency that regulates most forms of product adver- tising and does have expertise and experience in consumer protection.
