The US Alcohol & Tobacco Tax & Trade Bureau (TBB) has put flavoured malt and spirits-based beverage brand owners on high alert over the use of the term ‘clean’ in labelling and advertising their products. The Bureau, which is responsible for ensuring industry compliance with the laws and regulations in the country, does not have definitions or standards for the term ‘clean’ at present. However, it urged brand owners to think again about the context in which they use the term in advertising alcoholic drinks. “In some cases, the term ‘clean’ is simply being used as a descriptor of the taste of the beverage, and is considered puffery,” the TTB explained. “For example, ‘X winery makes a clean, crisp wine'. “In other cases, the term is used together with other language to create the misleading impression that consumption of the alcohol beverage will have health benefits, or that the health risks otherwise associated with alcohol consumption will be mitigated … . We would consider those claims to be misleading health-related statements.” The TTB added that consumers should not interpret the term to mean that the product in question is organic or has met any other standards set by the bureau. !function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r