The stateside spirits arm of UK-headquartered Allied Domecq -- parent of brands such as Beefeater gin and Stolichnaya vodka -- is to run all its advertising past an external review board.
Amid claims the alcohol industry is targeting children, Allied Domecq Spirits North America has set up a three-person panel to ensure its tactics are responsible. The board will review ads and investigate any allegations that the company has marketed to underage drinkers.
Domecq is not the first to seek independent scrutiny of its campaigns. Earlier this year, Coors Brewing asked the Council of Better Business Bureaus to settle complaints about its advertising.
Data sourced from: New York Times; additional content by WARC staff