CFA, CSPI Ask FDA to Enforce Rules Against Misleading Alcohol Ads

Consumer Federation of America and Center for Science in the Public Interest sent the following letter to the U.S. Food and Drug Administration requesting enforcement action against Molson Coors Beverage Company, maker of Vizzy Hard Seltzer, for making claims on an FDA-regulated alcoholic beverage based on the presence of nutrients added through fortification. In its labeling and advertising for Vizzy, Molson Coors touts the “antioxidant Vitamin C” content of its Vizzy Hard Seltzer, suggesting that consumers may obtain a nutritional benefit from consuming the product. In fact, alcohol blocks the absorption of essential vitamins and nutrients, acting as an oxidative force in the body. The Vizzy marketing campaign blatantly runs afoul of FDA rules, which specifically address such claims, and misleads consumers about the proper role of alcohol in the diet.