Members of the National Collegiate Athletic Association's (NCAA's) executive committee have decided not to move toward tougher restrictions on televised alcohol ads during college sports events, the Associated Press reported Aug. 7.

A number of high-profile college coaches and athletic directors, along with university presidents, had formally asked the NCAA in writing to proceed toward an outright ban on these ads, which at present are limited to ads for beer and some wine coolers based on alcohol content guidelines spelled out by the NCAA. Some members of the executive committee agreed with the intent of the college leaders, but said their existing policy is sound.

"I think we've taken a very sensible, very rational, very conservative approach and we've asked that any company that advertises [alcohol] during our games continue to include the message `drink responsibly' on its ads," said executive committee chairman Michael Adams. "I think we've taken about as conservative an approach as any sport in the country."

The NCAA's policy has come under scrutiny because of the prevalence of beer ads during CBS's much-watched "March Madness" coverage of the NCAA men's basketball tournament. Nine members of the U.S. House of Representatives followed up on the college coaches' request by sending their own similar letter to NCAA President Myles Brand.