NFL To Allow Liquor Commercials In Change To Advertising Policy

The NFL this season will "allow its television partners to accept commercials for distilled spirits," marking a "change of its advertising policy." The NFL said that it will "accept no more than four 30-second hard liquor spots per game with a limit of two such spots in any quarter or during halftime." In addition, broadcast partners "can run two spots in pregame and postgame programs." The ads have to "include a 'prominent social responsibility message' and can’t have a football theme or target underage drinkers." While described as a one-season test, an NFL source said that the policy is "expected to become permanent" (WSJ.com, 6/2).