Beer Institute Revises Advertising Standard Based on New U.S. Census Data

Census Provides Best, Objective Metric for Advertising Placement Standards

WASHINGTON, May 26, 2011 /PRNewswire-USNewswire/ -- Today, Beer Institute President Joe McClain announced an update to the Institute's Advertising and Marketing Code, based on new data released by the U.S. Census Bureau. The BI will adjust the Code's ad placement threshold to reflect a slight increase in the number of adults 21 and older in the United States, which now totals 71.6 percent of the population, up from 70 percent in 2000.

"Census data provides brewers, beer importers, government and the public with the best objective, verifiable basis for making and evaluating advertising placement decisions," said McClain. "Our industry remains committed to using this measure to guide our advertising."

The Beer Institute last revised the Code in February 2011, to include new provisions that address Internet privacy, user-generated content and interactions on social media sites, and placements in unmeasured digital media. These provisions, meant to ensure that brewers and beer importers advertise only in digital media targeted to adults 21 and older, will now reflect the new U.S. Census-based demographic standard of 71.6 percent.

The updated Code will apply prospectively to new purchases of advertising.

Copies of the newly amended Beer Institute Advertising and Marketing Code are available at www.beerinstitute.org.

The Beer Institute, established in 1986, is the national trade association for the brewing industry, representing both large and small brewers, as well as importers and industry suppliers. The Institute is committed to the development of sound public policy and to the values of civic duty and personal responsibility: www.beerinstitute.org.

SOURCE Beer Institute

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