Beer And Broadcasting: What's The Deal?

Beer commercials are a staple of advertising on American television, often featuring humorous and entertaining content. However, a notable aspect of these commercials is the absence of anyone actually drinking beer. This peculiarity sparked curiosity, leading to an exploration of the reasons behind it. The common perception is that regulations or federal legislation prohibit the depiction of beer consumption on television. However, the truth is somewhat different and more nuanced.

Beer commercials don't show drinking due to regulatory things

Beer commercials don't show people drinking due to "regulatory things", but this regulation doesn't come from the government. In fact, the government has no rules against drinking beer on camera. A press officer at the Federal Communications Commission (FCC) said:

> Congress has not enacted any law prohibiting broadcast advertising of any kind of alcoholic beverage, and the FCC does not have a rule or policy regulating such advertisements.

Instead, the rule originates with the broadcasting industry. Tara Rush, senior director of corporate communications at Heineken USA, confirmed this, saying that the rule is a "regulation with the actual TV networks".

The broadcasters' trade group, the National Association of Broadcasters, has no policy on drinking in commercials. However, a spokesman for the group sent articles that describe how each network is free to set its own standards. When it comes to beer, they frown upon public displays of ingestion.

The Beer Institute, the voice of brewers, also follows these rules. Director of communications Megan Kirkpatrick said:

> If you’re putting an ad together, you will be as conservative as possible so you know it will get past all the networks... The fact that it is self-regulated now, that’s not something brewers would want to put in jeopardy... You show a lot of people enjoying a football game or enjoying a baseball game but you don’t show any consumption. I don't think you’re going to see that change.

However, Rush noted that some networks are beginning to change the rule.

No federal legislation or policy prohibits drinking on TV

While there is a common misconception that federal legislation or FCC rules prohibit drinking on TV, this is not the case. In fact, "Congress has not enacted any law prohibiting broadcast advertising of any kind of alcoholic beverage, and the FCC does not have a rule or policy regulating such advertisements," according to a press officer at the Federal Communications Commission. This means that there is no federal-level prohibition on drinking beer or other alcoholic beverages on television.

So, where does the idea that drinking on TV is prohibited come from? The answer lies with the television networks themselves. The major networks have long-standing internal regulations that frown upon public displays of alcohol ingestion. These regulations are not legally binding but are nonetheless strictly adhered to by broadcasters and advertisers alike. The specific rules vary from network to network, as each is free to set its own standards.

The Beer Institute, the voice of brewers and distributors, has also played a role in perpetuating the idea that drinking on TV is prohibited. According to a spokeswoman for the institute, their members are reluctant to take chances with network policy and will therefore be as conservative as possible when creating advertisements. This self-regulation is done to avoid stirring up calls for new legislation restricting alcohol advertising.

While there is no federal legislation or policy explicitly prohibiting drinking on TV, the television industry and advertisers have largely abided by internal regulations and standards that discourage or prohibit the depiction of alcohol consumption on screen. This self-regulation is driven by a desire to avoid negative publicity and potential legal repercussions.

TV networks have their own regulations

While there are no federal laws or policies that prohibit the consumption of alcohol on television, TV networks have their own regulations regarding the matter. These regulations are not recent but have been long-standing rules that have been followed for decades.

The rules regarding the depiction of alcohol consumption on television vary from network to network, as each network is free to set its own standards. The decision to restrict the display of alcohol ingestion is influenced by the desire to maintain a certain level of decorum and seriousness, particularly when it comes to concerns such as underage drinking and drinking and driving.

The Beer Institute, the voice of brewers and distributors, is cautious about adhering to network policies. They understand the importance of self-regulation and are reluctant to take actions that might lead to calls for new laws or restrictions. As a result, their members tend to be conservative in their advertising, ensuring that their content adheres to the standards of all networks.

While the specific guidelines of each TV network may differ, the overall consensus among them is to discourage public displays of alcohol ingestion. This consensus has been in place for a long time and has shaped the way beer commercials are created and presented to the public.

It is worth noting that some networks are beginning to reconsider their stance on this issue. While there is no federal legislation prohibiting alcohol consumption on television, the decision ultimately lies with the individual networks and their interpretation of responsible broadcasting.

Beer companies don't want to risk stirring a cry for a new law

The Beer Institute, the voice of brewers and distributors, is aware that this rule is self-regulated by the networks and does not want to put this at risk by pushing for a change. Megan Kirkpatrick, director of communications at the Beer Institute, said:

> "If you’re putting an ad together, you will be as conservative as possible so you know it will get past all the networks... The fact that it is self-regulated now, that’s not something brewers would want to put in jeopardy. It’s the way they have operated for decades. You show a lot of people enjoying a football game or enjoying a baseball game but you don’t show any consumption. I don't think you’re going to see that change."

While some networks are beginning to change this rule, it is unlikely that beer companies will push for a shift, as they do not want to risk stirring a cry for a new law.

Some networks are beginning to change their stance

While the government has no rules against drinking alcohol on TV, the TV networks have traditionally prohibited it. However, some networks are beginning to change their stance on this long-standing rule.

Tara Rush, senior director of corporate communications at Heineken USA, confirmed that the rule originates with the TV networks. She said, "This is a regulation with the actual TV networks... It's a long-standing rule." A press officer at the Federal Communications Commission (FCC) also confirmed that the FCC has no rules against drinking alcohol on camera. "Congress has not enacted any law prohibiting broadcast advertising of any kind of alcoholic beverage, and the FCC does not have a rule or policy regulating such advertisements," she said.

The broadcasters' trade group, the National Association of Broadcasters (NAB), also has no policy on this issue. However, a spokesman for the NAB sent articles showing that each network is free to set its own standards regarding the depiction of alcohol consumption. The Beer Institute, the voice of brewers and distributors, said their members are cautious about network policy and do not want to risk stirring a cry for a new law. "The fact that it is self-regulated now, that's not something brewers would want to put in jeopardy... You show a lot of people enjoying a football game or enjoying a baseball game but you don't show any consumption. I don't think you're going to see that change," said Megan Kirkpatrick, director of communications at the Beer Institute.

Despite this, there are indications that some networks are starting to relax their stance on drinking alcohol on TV. Rush hinted at this possibility, saying, "Some networks are now beginning to change it." While it is unclear which networks are making these changes, it suggests a potential shift in the industry's approach to depicting alcohol consumption. This could have significant implications for both broadcasters and advertisers, allowing for greater flexibility in how they portray alcohol in their programming and commercials.

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