Beer Institutes Advertising And Marketing Code

The Beer Institute's Advertising and Marketing Code is cited when the industry tries to deflect some of its critics' charges. A copy of the entire Advertising and Marketing Code may be obtained from the Beer Institute or the Internet. Some of the guidelines are:

• These guidelines apply to all brewer advertising and marketing materials, including internet and other cyberspace media.

• Beer advertising and marketing materials are intended for adults of legal purchase age who choose to drink and beer consumption is intended as a complement to leisure or social activity.

• Beer advertising and marketing materials should not contain any lewd or indecent language or images, nor should it portray sexual passion, promiscuity or any other amorous activities as a result of consuming beer.

• Beer advertising and marketing activities on college and university campuses, or in college media, should not portray consumption of beer as being important to education.

Anheuser-Busch has a College Marketing Guide. In its Event Sponsorship and Promotion statement it lists the following:

• Events on Campus: Anheuser-Busch will limit its event sponsorship and promotion on campus to licensed retail establishments and those activities open to the general public, where most of the audience is reasonably expected to be above the legal purchase age.

• Spring Break: At spring break destination locations, Anheuser-Busch will not conduct beer advertising, event sponsorships or promotions on beaches or at other outdoor locations or non-licensed premises where most of the audience is reasonably expected to be below the legal purchase age.

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