Critics Say Beer Spots Exploit Loopholes

CRITICS SAY BEER SPOTS EXPLOIT LOOPHOLES
[SOURCE: New York Times, AUTHOR: Melanie Warner]
Gone are the days of bikini-clad women and mud wrestling, but beer advertising still draw lots of criticism. Several consumer groups say that the voluntary standards set up by the Beer Institute, an industry trade group, are little more than a public relations ploy and do not go far enough in trying to cut down on beer ads seen by people under 21. "The beer ad code has loopholes that are big enough to drive a team of Clydesdales through," said Laurie Leiber, director for media advocacy at the Marin Institute, an organization that keeps watch over the alcoholic beverage industry. The Beer Institute's code was made weaker, not stronger, by changes in January, Ms. Leiber said. One loophole, she said, allows for the portrayal of illegal activity in ads as long as it "is a basic element or feature of a parody or spoof and is readily identifiable as such." "They're writing guidelines to allow themselves to do what they've been doing all along," Ms. Leiber said. She said the parody stipulation was added in response to complaints about a Bud Light ad showing referees stealing beer and running from the police.
http://www.nytimes.com/2006/03/29/business/media/29adco.html
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