Ever feel like advertisers are just corporate versions of children who fight on the playground and then whine to the teacher about who broke the rules or who hit who first? Stories like this sometimes make us wonder if the FTC feels like it’s managing a classroom full of brawling kindergarteners.
MillerCoors has made some pretty lofty claims about its Coors Light can of late, calling it “the world’s most refreshing can,” promising a “smoother, more refreshing pour,” and even claiming that the can “could change everything … this technological masterpiece will revolutionize barbecues, beach parties and tailgates.”
But what does any of that actually mean? Is the can truly technologically superior to other beer cans? Does it really make beer taste better? That’s what competitor Anheuser-Busch would like to know, so it filed a complaint with The National Advertising Division of the Advertising Self-Regulatory Council, which investigates complaints to ensure advertisers don’t overstep federal regulations.
In hopes of settling the matter, the council attempted to engage MillerCoors in a review of its claims. Generally, it’s a good move for advertisers to play ball with the ASRC, as doing so can prevent government involvement. MillerCoors, however, refused to participate in the review, prompting the council to forward the case to the Federal Trade Commission. Read more