A-B InBev can continue to make the claim

A-B InBev can continue to make the claim

A US advertising watchdog has accepted a claim made by Anheuser-Busch InBev over the calorie content of its Michelob Ultra Light Cider, following an investigation.

The brewer claims in ads in the country that the cider brand, launched last May, has a third fewer calories “than an average of the leading regular ciders”. The statement was investigated by the National Advertising Division (NAD), part of the US industry’s system of self-regulation. 

But NAD said yesterday (5 February) that the brewer had offered a “reasonable basis” for the assertion and can continue advertising the point. 

NAD said that it had considered the drink’s calorie content, the calorie content of leading regular hard ciders, the market share of regular hard ciders, and whether A-B InBev’s claim provides “meaningful and accurate information to consumers”.

A NAD spokesperson confirmed to just-drinks that the investigation was not based on a complaint, but was part of its own monitoring service. The body is able to refer complaints to the Federal Trade Commission, which can then take further action.

In a statement by A-B InBev to NAD, the brewer said it is “pleased with NAD’s decision and appreciates NAD’s careful attention to the issues addressed.”