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They can now advertise hard liquor on TV?

After dropping its 50-year voluntary ban on broadcast advertising in 1996, the liquor industry has greatly expanded its ad presence on cable and independent broadcast stations, and has intensified its campaign to get liquor ads on network television.

From the Alcohol Policies Project.
 
http://www.fcc.gov/Speeches/Hundt/spreh737.html

http://lists.essential.org/pipermail/commercial-alert/2000/000053.html

The hard liquor industry, which has operated under a self-imposed radio
and television advertising ban since shortly after the repeal of
Prohibition, quietly dropped its own broadcast prohibition in 1996. And
since then, slowly and with little fanfare, the nation's top distilled
spirits companies ? those that make vodka, gin, whiskey, rum and the
like ? have turned to the airwaves to promote their products.

Though acceptance, especially on television, is sporadic and still
limited nationally, such ads are the first signs of the industry's
attempt to use all the methods of modern marketing to reverse years of
declining sales in the United States.

Liquor companies say their absence from television had become a relic,
placing them at a competitive disadvantage against beer and wine, which
have advertised on the air for years.
Click to expand...

 
I'm pretty sure the only alcohol that can be advertised on TV is alcohol that is 40 proof or lower. But I could be wrong.
 
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