Big brewers dismiss 3rd-party review

Teinowitz, Ira
September 1999
Advertising Age;9/20/1999, Vol. 70 Issue 39, p61
Trade Publication
This article focuses on the response of Anheuser-Busch and Miller Brewing Co. to the suggestion of the U.S. Federal Trade Commission (FTC) that alcohol marketers initiate a third-party review of their advertisements to further assure they do not reach kids. Anheuser-Busch and Miller Brewing, which outspend them vastly on advertising, maintained the main conclusion of the FTC negated the need for additional steps. In a company statement, Miller said it believed third-party review of compliance is a replication of the current FTC compliance system, internal company reviews, TV network codes and applicable state and federal laws. The FTC report requested by Congress suggested third-party review of the complaints about beer advertising would bolster the public's confidence in the codes and demonstrate that code compliance is a high priority and all members are held to reasonably consistent standards.


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