15 of this Directive sets out the restrictions on alcohol advertising: it may not be aimed specifically at minors or, in particular, depict minors consuming these beverages; it shall not link the consumption of alcohol to enhanced physical performance or to driving; it shall not create the impression that the consumption of alcohol contributes towards social or sexual success; it shall not claim that alcohol has therapeutic qualities or that it is a stimulant, a sedative or a means of resolving personal conflicts; it shall not encourage immoderate consumption of alcohol or present abstinence or moderation in a negative light; it shall not place emphasis on high alcoholic content as being a positive quality of the beverages." This article on alcohol advertising restrictions is implemented in each EU country largely through the self-regulatory bodies dealing with advertising. The EU law 'TV without Frontiers' Directive has subsequently been expanded to cover new media formats such as digital television. Now called the 'Audiovisual Media Services Directive', the provisions regarding restrictions on alcohol advertising are laid out in Article 22 and are identical to the above. Some countries, such as France, Norway, Russia, Ukraine, Myanmar, Sri Lanka, and Kenya have banned all alcohol advertising on television and billboard. United States In the United States, spirits advertising has self-regulatory bodies that create standards for the ethical advertising of alcohol. The special concern is where advertising is placed. Currently, the standard is that alcohol advertisements can only be placed in media where 71.6% of the audience is over the legal drinking age. Alcohol advertising's creative messages should not be designed to appeal to people under the age of 21, for example, using cartoon characters as spokespeople is discouraged. Advertising cannot promote brands based on alcohol content or its effects. Advertising must not encourage irresponsible drinking. Another issue in media placement is whether media vendors will accept alcohol advertising. The decision to accept an individual ad or a category of advertising is always at the discretion of the owner or publisher of a media outlet. In 1991, U.S. Surgeon General Antonia Novello criticized alcoholic beverage companies for "unabashedly targeting teenagers" with "sexual imagery, cartoons, and rock and rap music" in television and print ads. The Federal Trade Commission conducted an investigation in 2002 into possible targeting to those under the age of 21. However, this investigation and those of some scholars have not found evidence of