United States: Agency warns the word “clean” is not defined in TTB regulations, says implications of health benefits are misleading

The U.S. Treasury Department’s Alcohol and Tobacco Tax and Trade Bureau (TTB) has reportedly issued a warning to wine and spirits producers that the word “clean” is not defined in TTB regulations.

After receiving inquiries about the use of the word in alcohol beverage labelling and advertising, the TTB said that “consumers should not interpret the term as meaning that the beverage is organic or has met other production standards set by TTB.”

The agency also reportedly said the use of the word is misleading if its use implies that alcohol beverage has health benefits or that health risks “otherwise associated with alcohol consumption will be mitigated.”