Responsibility in Marketing

Alcohol advertising is not for every place or time.

All of our marketing efforts and materials voluntarily adhere to strict standards, starting with a rigorous advertising review process. We meet state and federal regulations, our own tough internal marketing compliance codes, and the Beer Institute Marketing and Advertising Code.

The MillerCoors Marketing Compliance Committee reviews and audits our advertising to ensure we reach only appropriate audiences. We also complement our product advertising with responsibility ads, messages and programs.
 

Beer Institute Advertising and Marketing Code

The brewing industry developed one of the first voluntary advertising codes to set standards that help companies advertise and market their products responsibly. The Beer Institute Advertising and Marketing Code serves as the baseline for Beer Institute members’ self-regulatory efforts. We always adhere to the Code’s guidelines in developing radio, television, Internet, print and other advertising materials that promote our brands.

 
 

Beer Institute Code Compliance Review Board (CCRB)

MillerCoors voluntarily participates in the CCRB, a process that allows consumers to have an independent, third-party panel review consumer advertising complaints. The CCRB posts decisions on the Beer Institute Web site and publishes an annual report of its decisions.
 

MillerCoors Marketing Codes for College Communities

MillerCoors has adopted marketing codes for college communities that take significant steps to ensure that our advertising and marketing reaffirm our belief that beer should be enjoyed responsibly and only by legal-drinking-age adults. Features of these codes include restrictions on ads in campus media for undergraduates, event advertising where audiences are more than 30 percent underage, locations for point-of-sale materials, plus controls that keep product advertising away from underage audiences.

 
 

Point-of-Sale Materials

An important step in preventing underage drinking is cutting off the source of alcohol. Sources include friends, family, other non-commercial sources and retail accounts. MillerCoors tackles the issue of alcohol access with distinctive point-of-sale messaging. Our signs alert patrons that identification is required to purchase alcohol. They remind adults never to give alcohol to anyone under age 21. They reassure parents and the community we are active partners in an effort to prevent underage access.
 

Responsibility Advertising and Messaging

MillerCoors voluntarily places responsibility messages on all of our TV, radio, print and Internet advertising, and point-of-sale items. We also produce paid radio, television, and print advertisements and public service announcements to promote responsible consumption. These often feature celebrities, attorneys general, and other influential people. The ads remind customers to help fight drunk driving and illegal underage drinking.

 
 

TEAM Coalition

We’re a longtime member of the TEAM (Techniques for Effective Alcohol Management) Coalition, an alliance of professional sports organizations, entertainment facilities, concessionaires, broadcasters, governmental traffic safety experts and brewers. We team with these partners to promote responsible drinking and positive fan behavior at sports facilities. TEAM Coalition trains thousands of stadium workers each year on how to handle alcohol-related incidents, and on the importance of educating fans about drinking responsibly and designating a sober driver.