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Boston College and others objected to a campaign to boost beer sales. |
MILWAUKEE - Anheuser-Busch InBev is dropping its “Fan Cans’’ promotions in communities where colleges have complained that the campaign - to sell cans of Bud Light in school colors - promotes underage drinking and infringes on trademarks.
The Federal Trade Commission has discussed the issue with the St. Louis-based brewer. Regulators are concerned that cans will be marketed to fans under the legal drinking age of 21, said Janet Evans, a senior FTC attorney.
Industry regulations require at least 70 percent of an advertisement’s audience to be above 21. Evans said that doesn’t happen on college campuses.
She said the FTC could neither confirm nor deny the existence of an investigation, though she did say she was certain Anheuser-Busch would not repeat this effort.
Anheuser-Busch told the FTC the cans would be sold through retailers where purchasers must be 21 or older, said Carol Clark, Anheuser-Busch’s vice president for corporate social responsibility.
And “certain cans are not being made available in communities where organizations asked us not to offer them,’’ Clark said.
Boston College cited trademark infringement but is mainly concerned about the message the program sends.
“We think it’s an ill-conceived and inappropriate campaign that runs counter to our collective efforts to combat underage drinking,’’ said spokesman Jack Dunn.
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