Advertising is a legitimate effort by brewers to make consumers aware of the particular types, brands, and prices of malt beverages that are available. Three basic principles which have long been reflected in the policies of the brewing industry continue to underlie these Guidelines. First, 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. Second, brewers should adhere to standards of candor and good taste applicable to all commercial advertising. Third, brewers are responsible corporate citizens, sensitive to the problems of the society in which they exist, and their advertising should reflect that fact.
Brewers strongly oppose abuse or inappropriate consumption of their products.
These guidelines apply to all brewer advertising and marketing materials, including Internet and other cyberspace media. Beer advertising and marketing materials should portray beer in a responsible manner. Beer advertising and marketing materials should not portray, encourage, or condone drunk driving. Beer advertising and marketing materials should not depict situations where beer is being consumed excessively, in an irresponsible way, or in any way illegally. Beer advertising and marketing materials should not portray persons in a state of intoxication or in any way suggest that intoxication is acceptable conduct.