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According to consumer groups, the beer industry's standards for advertising are not high enough. And they're not talking about their propensity to appeal to the lowest common denominator by showing belching contests and bikini-clad women. The New York Times reports that critics are upset because they do not feel the industry is abiding by their own standards and is still producing ads which are seen by children.

The industry self regulates via the Beer Institute, which creates guidelines and monitors advertising content. Their standard is to only air beer ads when no more than 30 percent of the audience is under the legal drinking age. Steven Rowe, attorney general of Maine and vocal critic, stands firm in his believe that the standard should be lowered to 15 percent. Critics also feel that the Beer Institute's advertising code, which state ads "should not portray beer drinking before or during activities, which for safety reasons, require a high degree of alertness or coordination," is being violated in ads. To support their "unsafe activities" claim, fingers are pointed at the ad aired during the Olympics that showed men drinking beer while pretending to be fixing their roofs, though beer companies stated that commercials obviously meant as parody were exceptions to the "unsafe activities" code, not violating any standards.

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