Marin's free "Talk Back" service, launched in time for the Super Bowl blitz of alcohol advertising, generates an automatic letter to the offending brewer, vintner, or distiller as well as the FTC. Marin -- and, increasingly, the FTC -- are skeptical of industry attempts at self-regulation of alcohol ads, such as the Beer Institute's voluntary responsible-marketing code.

The FTC is still on record as supporting self-regulation, but in a letter to industry critic Center for Science in the Public Interest (CSPI) recommended that the Beer Institute beef up external oversight to ensure compliance with the code. Jeff Becker, a Beer Institute spokesperson, said that "member brewers are continuing to discuss the FTC's recommendation for an additional external review panel to address advertising complaints."

The letter was prompted by a CSPI complaint about recent Bud Light ads showing football referees stealing beer; CSPI maintains that the ads violate the Beer Institute's prohibition against ads showing illegal behavior. The Beer Institute forwarded the complaint to Anheuser-Busch, which insisted the ads did not violate the code.

John Kaestner, vice president of consumer affairs for Anheuser-Busch, said the ads drew few consumer complaints. "Clearly, consumers understood the activities in these ads were not real and did not violate the intent of the ad code," he said.

On the other hand, the TFC praised the complaint-review process established by the Distilled Spirits Council of the U.S., whereby a board of industry representatives reviews ads for compliance with the group's Code of Responsible Practices and orders offending ads pulled.

COMMENTS ON THIS ARTICLE:

Your Turn! Post a public comment (read guidelines):

Name:
Comment: (limit 200 words)
Enter this word (help):	Change

GUIDELINES: 
To keep this feature useful for all, please:

1. Keep it clean, courteous, and on-topic. Comments are meant for thoughtful discussion of the article published above.
   
   
2. Do not post promotional links to organizations, products or services, or personal requests for assistance (get help).
   
   
3. Proof your comments carefully, use good spelling and punctuation, and don't use ALL CAPS. Comments are published immediately and cannot be edited.

Deceptive, slanderous and commercially-motivated posts are prohibited. We reserve the right to remove comments not conforming to these guidelines. (Report a comment).

Have questions or feedback? Contact us.