5/11/2012 1 Rise of the Regulators Public Policy Environment

5/11/2012
Public Policy Environment
Rise of the Regulators
Complexity of 21st Century Commerce
– National and International Markets
New and Old Agencies at Your Door or Desktop
– Areas of Public Concern
2012 CRAFT BREWERS CONFERENCE
• General national security
• Public health/individual health
Art DeCelle
McDermott Will & Emery
Washington, D.C.
[email protected]
• Safety of food supply
• Environmental protection
www.mwe.com
Boston
Bruxelles
Chicago
Düsseldorf
Houston
Londres
Los Angeles
Miami
Milan
Munich
New York
Orange County
Paris
Rome
Silicon Valley
• Interstate and international advertising
and marketing activity in cyberspace
Washington, D.C.
Alliance stratégique avec MWE China Law Offices (Shanghai)
© 2012 McDermott Will & Emery. Les entités suivantes sont collectivement désignées "McDermott Will & Emery", "McDermott" ou "la Firme": McDermott Will & Emery LLP, McDermott Will & Emery AARPI, McDermott
Will & Emery Belgium LLP, McDermott Will & Emery Rechtsanwälte Steuerberater LLP, MWE Steuerberatungsgesellschaft mbH, McDermott Will & Emery Studio Legale Associato et McDermott Will & Emery UK
LLP. Ces entités coordonnent leurs activités via des contrats de prestations de services. McDermott bénéficie d'une alliance stratégique avec MWE China Law Offices, cabinet d'avocats distinct.
Government Response
Rise of the Technocrats
– Increased “homeland security” measures to address external
threats
– Federalization and further politicization of health policy
– Food safety initiatives
– Heightened environmental regulation
www.mwe.com
REGULATOR:
Food and Drug Administration (FDA)
Bioterrorism Act of 2003
– Facility Registration Requirement
Food Safety Modernization Act of 2010
– Brewery Inspections
– New challenges in regulating commercial activity
• Advertising and marketing
• Data collection
• Safety and security of transactions and communications
www.mwe.com
Affordable Health Care Act of 2010
– Menu Labeling
www.mwe.com
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5/11/2012
REGULATOR:
Environmental Protection Agency (EPA)
Clean Air Act
REGULATOR:
Federal Trade Commission (FTC)
Broad Authority over Advertising & Marketing
Activity
–EPA 1996 emissions standards for breweries
– False or deceptive advertising claims
–Enhanced federal enforcement authority
– Unfair practices
– Adherence to voluntary industry advertising codes
–Recent federal/state enforcement activity
Water Issues
–Clean Water Act
www.mwe.com
• Age gating/access restrictions
• Data collection
• Privacy concerns
www.mwe.com
REGULATOR:
Alcohol and Tobacco Tax and Trade
Bureau (TTB)
General jurisdiction over alcohol beverage industry
• Labeling and Formulation
– “Serving Facts” rulemaking
– Recent label disclosure requirements
• Trade Practices
– 2011 enforcement activity
– Tie-in sales guidance (Industry Circular 2012-2)
• Excise Tax Collection
www.mwe.com
– Recent focus on digital advertising and social media
CASE STUDY: High-Alcohol FMBs
Coordinated 2011 federal enforcement effort
– Food and Drug Administration
• Raised general concerns over safety of flavored malt beverages with
“added caffeine”
– Alcohol and Tobacco Tax and Trade Bureau
• Label revocation
– Federal Trade Commission
• Consent order
• Public comments
www.mwe.com
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5/11/2012
Outlook for the Future
2012 Craft Brewers Conference
2012 Presidential and Congressional campaigns will
include serious debate over the scope and cost of
federal regulation.
Many federal regulations enjoy broad public support.
Generalized public anxiety over health care and
increased government and private sector costs will
continue to generate intense debate and many new
federal regulations that could affect alcohol beverages.
Thanks for your time and attention!
See you in D.C. in 2013.
Advertising and marketing activity in evolving media
(digital, mobile, interactive, ???) will continue to
propel demands for privacy protection and effective
controls to block underage audiences.
www.mwe.com
www.mwe.com
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