JANUARY 2006 EDITION
Beer is a legal beverage meant to be consumed responsibly. Its origins are ancient, and it
has held a respected position in nearly every culture and society since the dawn of recorded
In the United States, beer is a mature product category with broad cultural acceptance and
a history of memorable and distinctive advertising, that because of its humor and
creativity, has long been a favorite among American adult consumers. Advertising and
marketing materials are legitimate efforts by brewers to inform consumers of the particular
styles and attributes of numerous beers and other malt beverages that are available.
Brewer advertising and marketing also foster competition, persuade adult consumers of
legal drinking age to try particular brands, and maintain customer loyalty.
Brewers should employ the perspective of the reasonable adult consumer of legal drinking
age in advertising and marketing their products, and should be guided by the following
basic principles, which have long been reflected in the policies of the brewing industry and
continue to underlie this Code:
Beer advertising should not suggest directly or indirectly that any of the laws
applicable to the sale and consumption of beer should not be complied with.
Brewers should adhere to contemporary standards of good taste applicable to all
commercial advertising and consistent with the medium or context in which the
Advertising themes, creative aspects, and placements should reflect the fact that
brewers are responsible corporate citizens.
Brewers strongly oppose abuse or inappropriate consumption of their products.
The term “beer” as used in this Code, covers all types of malt beverages including, but not
limited to, beers, ales, porters, stouts, flavored malt beverages, and various specialty
products. The production, distribution, and sale of beer in the United States are subject to