The National Advertising Division (NAD) of the Council of Better Business
Bureaus, Inc., the advertising industries self-regulatory forum, announced that it will refer Miller Brewing Company to the Tobacco Tax and Trade Bureau regarding
advertising for its Miller Lite and Miller Genuine Draft beers.
The truth and accuracy of the advertiser’s claims was brought to the attention of the NAD by Anheuser-Busch, Inc. In its response to NAD’s inquiry, Miller declined to participate in the self-regulatory forum, stating that it’s “more taste” and “more flavor” claims are truthful and supported by extensive consumer testing and that the advertising
was already the subject of investigation before the “TTB,” which has broad and comprehensive authority to review fairness and truthfulness of beer advertising.
Miller further stated that, “although it wholeheartedly supports NAD and the industry self-regulatory process,” it would decline to participate in the challenge before NAD in order to avoid an overlapping and duplicative review.