At NBC we are very conscious of our obligation to act responsibly in the best interests of our viewers. We are aware that such advertising is proliferating, and the real issue is rather how to regulate a body of advertising that has been growing rapidly without any real regulation at all. How and when should distilled spirits be advertised on TV?

NBC has established a comprehensive 19-point guideline to ensure that advertising we accept for distilled alcohol products is clearly and unambiguously directed to adult consumers who are of legal purchase age, and that it is definitely not directed to underage viewers. These regulations are more stringent than for any other product category.

The advertiser who wishes to run distilled spirits advertising on NBC must commit to a minimum of four months of 100 percent paid branded social responsibility messages prior to beginning product advertising. After that time has elapsed, the advertiser must agree that a minimum of 20 percent of its total advertising -- one dollar in every five -- be devoted to such social responsibility themes as designated drivers, moderation, the tragedy of impaired driving and the health consequences that can be associated with drinking, among others.