US: AB v Miller in ad war - inquiry launched

By just-drinks.com editorial team | 21 March 2005

The US Alcohol and Tobacco Tax and Trade Bureau is investigating Anheuer-Busch Cos.' claims against Miller Brewing's adverts, according to the National Advertising Division of the Council of Better Business Bureaus Inc.

The advertising division, a voluntary body designed to resolve disputes within the advertising industry, said that it has begun its own investigation after AB claimed that Miller was running false adverts or ads disparaging to the US brewer.

Late last year, AB persuaded CBS and NBC television channels to stop running some Miller adverts for implying taste preference and disparaging a rival.

Miller countered that its advert claims are truthful, supported by extensive consumer testing, and not misleading to consumers.

Miller has declined to participate in the inquiry due to a separate investigation by the federal agency, generally known as the TTB, the division said. Although Miller supports the body's efforts, the company told the advertising division that such an inquiry would duplicate the US agency's own investigation.

Sectors: Beer & cider

Companies: AB