I feel I must respond to a recent letter that distorted the facts about Bud Light and its advertising, The letter, titled "Combat deceptive beer ads," (Jan. 19) questions both the content and the integrity of Bud Light's advertising. First, the writer misquoted the ad campaign in question, saying the brand advertises that it "lifts you up and never lets you down." The actual slogan is, "For the great taste that won't fill you up and never lets you down."
Second, the beer industry in general, and Bud Light brewer Anheuser-Busch in particular, has one of the most stringent and comprehensive advertising codes of ethical standards. Far from "false advertising" practices, we adhere to the Brewing Industry Advertising code throughout the advertising development process, which reflects federal and state regulations, and the ethical standards it represents are very much our guiding principles. This is nothing new. The brewing industry first developed an advertising and marketing code in 1937 and it has been revised and updated as new technologies and issues have emerged. Anheuser-Busch's strict self-regulatory efforts are designed to ensure that our advertising and promotional efforts reach the audience for whom they are intended, adults of legal drinking age. (You can learn more about our ad code by visiting www.beeresponsible.com)But the final advertising check and balance is adult consumers themselves. And, the fact is, Anheuser-Busch's advertisements are regularly among the most popular among adults of all ages, according to the USA Today Ad Track consumer poll, which was published the day after the Super Bowl.
John T. Kaesther
Senior group director
Consumer Awareness & Education
Anheuser-Busch Companies Inc.
St. Louis