The Beer Institute has updated its voluntary marketing and advertising code in an effort to streamline how breweries and importers self-regulate the promotion of their products.
Specifically, at the recommendation of the Federal Trade Commission (FTC), the updated code allows for “any identified individual, company or organization to file a complaint about any brewer’s advertising.” The amended language also makes room for competitor complaints, though anonymous protests are still prohibited.
Additionally, the updated code clarifies some of the age requirements for the models and actors that appear in beer commercials and in other promotional content. Models and actors cast in such promotional content must still be a minimum of 25 years old, but that age requirement no longer applies to “generally recognizable” celebrities who “and appear to be” of legal drinking age.
“Revisions to the Code further modernize it and build on a strong foundation of success,” said Jim McGreevy, Beer Institute president and CEO, in a statement. “Equally important, they are aimed at providing brewers, beer importers, government and the public with the best objective, verifiable basis for making and evaluating advertising placement decisions.”
The revisions to the code take effect immediately.