Alcopops Not Marketed to Minors

The Federal Trade Commission (FTC) has determined that ads for sweet alcohol beverages like Mike's Hard Lemonade and Smirnoff Ice, often called "alcopops," don't target minors and that the products aren't marketed to them.

The FTC carefully investigated both ads and company marketing documents after an anti-alcohol activist group, the Center for Science in the Public Intersst (CSPI), filed a complaint.

A CSPI official reported that the activist group was "angry" at the finding.


  • Bloomberg News, FTC Says Alcohol Type Not Aimed at Minors. Los Angeles Times (June 5, 2002); Melillo, W. FTC: Ads for "Alcopops" Not Aimed at Teens, Adweek (June 6, 2002)