AMA Critical of TV Drinking Ad
Apr. 03, 2002
ST. LOUIS (AP) _ A television ad that features a coach urging a team of college mascots to celebrate safely was criticized by the American Medical Association
The 30-second spot was broadcast during the NCAA men's and women's basketball championships.
It was cosponsored by Anheuser-Busch, the nation's largest beer maker, and the National Association of State Universities and Land Grant Colleges.
The AMA's ``A Matter of Degree'' campaign promotes limits on alcohol and alcohol advertising on campuses.
Campaign spokesman Lisa Erk told the St. Louis Post-Dispatch the TV spot was a ``tacit endorsement of drinking.''
``A Matter of Degree'' responded with an ad in this week's Chronicle of Higher Education headlined ``This Bud's Not for You.'' It urges the association to immediately end its ``unfortunate, unprecedented and misguided partnership'' with the brewing company.
The brewery and association defended the TV spot as a tough but humorous message against problem drinking on campuses.
The commercial ``delivers a clear message to fans of personal responsibility and respect for the law,'' Anheuser-Busch spokeswoman Francine Katz said.
Cheryl Fields, spokeswoman for the college association, said the ad was test-marketed to ensure that viewers would not perceive it as promoting beer.