Alcoholic drink brands warned not to make 'clean' health claims

The US Alcohol and Tobacco Tax and Trade Bureau (TTB) warned alcoholic drinks manufacturers to limit the use of the word "clean" to describe a flavor, not to imply health claims.

All alcoholic beverages must also bear a health risk warning, according to the TTB's existing labeling requirements, and the word "clean" isn't a method to soften that message.

The TTB admitted that its regulations do not define the word 'clean,' and that they do not have standards for the use of the term on labels or in advertisements.

It warned that consumers should not interpret the term as meaning that the beverage is organic or has met other production standards set by TTB.

The TTB noted that the word clean is being used along with other teams to create the misleading impression that consuming the alcoholic beverage will have health benefits, or that the health risks of alcohol consumption will be mitigated.