For the first time in 40 years, the federal government is taking a look at the existing rules and regulations over what kind of advertising the liquor industry can do.

Considering the changes in marketing and the media - like the advent of television for instance - the review just might be in order, the government said.

The Bureau of Alcohol, Tobacco and Firearms announced yesterday it was initiating a formal review of the regulations which were established just after prohibition.

In a Federal Register notice, the ATF asked the public to comment on the regulations covering liquor, wine and beer advertising and labeling.

The objective of this review, ATF claims, is "to focus its attention on false and/or misleading advertising and eliminating detailed regulatory requirements."

The ATF review will focus on such questions as;

Should the word "Pure" continue to be banned from liquor advertising? "Should the restriction on the use of (the)adjective be continued when the representation is truthful?" the ATF asks in its notice.

What about sex appeal? Should the existing restriction against any statement in advertising that is obscene or indecent be interpreted to include ads relying on sex appeal?"

"Should the use of current and active athletes in alcoholic beverage advertising be prohibited?

Should comparative advertising, like taste tests, be allowed. Right now, distillers cannot run ads that are "disparaging of a competitor's product."

Should specifically designed to reach young people an dother special population groups be banned?