TABLE 3—

Number of Advertisements With Guideline and Subguideline Violations of US Beer Institute Code (1997 Version) Based on 3 Scoring Algorithms

1997 Guideline No.	Description	Individual,a No. (% Total Ads)	Frequency,b No. (% Total Ads)	Average,c No. (% Total Ads)
G2	Beer advertising and marketing materials should portray beer in a responsible manner.	52 (18)	44 (15)	39 (13)
2.a	Should not portray, encourage, or condone drunk driving.	0	0	0
2.b	Should not depict situations where beer is being consumed excessively, in an irresponsible way, or in any way illegally.	39 (13)	38 (13)	37 (13)
2.c	Should not portray persons in a state of intoxication or in any way suggest that intoxication is acceptable conduct.	5 (2)	4 (1)	0
2.d	Should not portray or imply illegal activity of any kind.	8 (3)	7 (2)	2 (1)
2.e	Retail outlets or other places portrayed in advertising should be depicted as well kept and respectable establishments.	1 (< 1)	1 (< 1)	0
G4	Intended for adults of legal purchase age who choose to drink.	62 (21)	44 (15)	36 (12)
4.a	Should not employ any symbol, language, music, gesture, or cartoon character that is intended to appeal primarily to persons below the legal purchase age.	50 (17)	41 (14)	35 (12)
4.b	Should not employ any entertainment figure or a group that is intended to appeal primarily to persons below the legal purchase age.	0	0	0
4.c	Should not depict Santa Claus.	0	0	0
4.e	Models and actors should reasonably appear to be over 21 y of age.	14 (5)	12 (4)	8 (3)
G5	Should not associate or portray beer drinking before or during activities in situations which require a high degree of alertness or coordination.	7 (2)	7 (2)	3 (1)
G6	Should not make exaggerated product representations.	136 (47)	99 (34)	46 (16)
6.a	Should not convey the impression that a beer has special or unique qualities if in fact it does not.	16 (6)	16 (6)	3 (1)
6.b	Should make no scientifically unsubstantiated health claims.	1 (< 1)	1 (< 1)	0
6.c	Should contain no claims or representations that individuals cannot obtain social, professional, educational, athletic, or financial success or status without beer consumption; nor should they claim or represent that individuals cannot solve social, personal, or physical problems without beer consumption.	112 (39)	94 (33)	44 (15)
G7	Reflect generally accepted contemporary standards of good taste.	21 (7)	20 (7)	11 (4)
7.a	Should not contain any lewd or indecent language or images.	2 (1)	2 (1)	1 (< 1)
7.b	Should not portray sexual passion, promiscuity, or any other amorous activity as a result of consuming beer.	18 (6)	18 (6)	10 (3)
7.c	Should not employ religion or religious themes.	0	0	0
G8	Should not disparage competing beers.	3 (1)	3 (1)	0
G9	Should never suggest that competing beers contain objectionable additives or ingredients.	1 (< 1)	1 (< 1)	0
G10	Should not refer to any intoxicating effect that the product may produce.	2 (1)	2 (1)	0
G11	Should not depict the act of drinking.	154 (53)	154 (53)	77 (27)
G12	Should not show littering or otherwise improper disposal of beer containers, unless the scenes are used clearly to promote antilittering or recycling campaigns.	1 (< 1)	1 (< 1)	0
G13	Should not portray consumption of beer as being important to education, nor shall advertising directly or indirectly degrade studying.	0	0	0

^aEach expert’s rating was first dichotomized at the item level to indicate the status of an item-specific violation. Guidelines that included ≥ 8 experts who identified a violation were coded as a violation determined by the expert sample.

^bThe frequency criterion is an aggregate method at the item level that requires that > 50% of the experts rate the advertisement in violation.

^cThe average criterion is an aggregate method at the item level that determines whether average ratings of the expert group exceed a predetermined cutoff based on the particular measurement scale.