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( 31 ) Product placement can have significant promotional value for the alcohol company . Best Practices : The special reports filed with the Commission indicate that some individual beverage alcohol companies have adopted ad placement policies that go beyond minimum code requirements in order to minimize underage exposure to their ads . " Research submitted by the alcohol companies indicates that several brands gained popularity after being featured , for example , in music videos . Best Practices : Some alcohol companies have taken extra steps in an attempt to address concerns about underage use of online alcohol sites .