DISCUS, Beer Institute amend advert guidelines in US

DISCUS, Beer Institute amend advert guidelines in US

The US Distilled Spirits Council (DISCUS) and the country's Beer Institute have amended their advertising guidelines, based on new census data.

Both trade bodies said yesterday (26 May) that they have changed their guidelines for advertising in places, or around programmes, where underage consumers may be present, or watching.

Previously, the rules stated that companies could only advertise where 70% of the audience is aged 21 years or over. This threshold has now increased to 71.6%, following US census data showing that this is the proportion of the population that is at least 21 years old.

"Census data provides brewers, beer importers, government and the public with the best objective, verifiable basis for making and evaluating advertising placement decisions," said the Beer Institute's president, Joe McClain.

"A census-based demographic standard reflecting the percentage of the population age 21 years and older has been supported by the Federal Trade Commission as evidenced in its 2008 report," said Jodie Bernstein, former director of the Federal Trade Commission’s Bureau of Consumer Protection and outside adviser to the DISCUS Code Review Board.