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 Code of Federal Regulations (Last Updated: October 10, 2024)
 Title 27 - Alcohol, Tobacco Products and Firearms
 Chapter I - Alcohol and Tobacco Tax and Trade Bureau, Department of the Treasury
 SubChapter A - Alcohol
 Part 4 - Labeling and Advertising of Wine
 Subpart G - Advertising of Wine

  § 4.65 - Comparative advertising.

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  • § 4.65 Comparative advertising.

    (a) General. Comparative advertising shall not be disparaging of a competitor's product.

    (b) Taste tests.

    (1) Taste test results may be used in advertisements comparing competitors' products unless they are disparaging, deceptive, or likely to mislead the consumer.

    (2) The taste test procedure used shall meet scientifically accepted procedures. An example of a scientifically accepted procedure is outlined in the Manual on Sensory Testing Methods, ASTM Special Technical Publication 434, published by the American Society for Testing and Materials, 1916 Race Street, Philadelphia, Pennsylvania 19103, ASTM, 1968, Library of Congress Catalog Card Number 68-15545.

    (3) A statement shall appear in the advertisement providing the name and address of the testing administrator.

    [T.D. ATF-180, 49 FR 31673, Aug. 8, 1984, as amended by T.D. TTB-91, 76 FR 5477, Feb. 1, 2011]