This code contains the voluntary advertising and marketing guidelines subscribed to by Anheuser-Busch International, Inc.

Beer is a legal beverage meant to be consumed responsibly by those of legal age. Its origins are ancient, and it has held a respected position in nearly every culture and society since the dawn of recorded history. Advertising is designed to provide information to consumers about the particular types, brands, qualities and prices of malt beverages that are available to them.

Three basic principles, which have long been reflected in our company’s policies and practices, continue to underlie these guidelines. First, our advertising shall not suggest directly or indirectly noncompliance with any of the laws applicable to the sale and consumption of beer. Second, we shall adhere to standards of candor and good taste applicable to all commercial advertising. Third, we strongly oppose the abusive or inappropriate consumption of our products. As a responsible corporate citizen, we are sensitive to the problems of the society which we live and do business, and our advertising should reflect this.

1. These guidelines apply to all advertising and marketing materials, including Internet and other cyberspace media. These guidelines do not apply to educational materials or televised, printed or audio messages of a nonbrand specific nature; nor to materials or messages designed specifically to address issues of alcohol abuse, drunk driving or underage drinking.


2. Our advertising and marketing materials should portray beer in a responsible manner. As a result,

	Our advertising and marketing materials should not portray, encourage or condone drunk driving.
	Our advertising and marketing materials should not depict situations where beer is being consumed excessively, in an irresponsible way, or in any way illegally.
	Our advertising and marketing materials should not portray persons in a state of intoxication or in any way suggest that intoxication is acceptable conduct.
	Our advertising and marketing materials should not portray or imply illegal activity of any kind.
	Retail outlets or other places portrayed in our advertising should be depicted well kept and respectable establishments.

3. We are committed to the policy and practice of responsible advertising and marketing directed to persons of legal purchase age. To facilitate this commitment, our purchases of recognized TV viewer composition data, either directly or through a third party, shall reflect those viewers over the legal purchase age. We shall review this TV viewer composition data on a regular basis (at least semi-annually) order to insure that advertisements are placed in compliance with this code.


4. Our advertising and marketing materials are intended, for adults of legal purchase age who choose to drink. As a result,

	Our advertising and marketing materials shall not employ any symbol, language, music, gesture, or cartoon character that is intended to appeal primarily to persons below the legal purchase age. Advertising or marketing material has a “primary appeal” to persons under the legal purchase age if has special attractiveness to such persons above and beyond the general attractiveness it has for persons above the legal purchase age, including young adults above the legal purchase age.
	Our advertising and marketing materials should not employ any entertainment figure or group that is intended to appeal primarily to persons below the legal purchase age.
	Our advertising and marketing materials should not depict Santa Claus.
	Our advertising and marketing materials should not be placed in magazines, newspapers, television programs, radio programs, or other media where most of the audience is reasonably expected to be below the legal purchase age.
	To help insure that the people shown in beer advertising are and appear to be above the legal purchase age, models and actors employed should be a minimum of four years older than the legal purchase age in the country in which such advertisements shall air, substantiated by proper identification, and should reasonably appear to be legal drinking age. In no instance shall models and actors be below 21 years age. This provision notwithstanding, the law in the country where such advertisements will air imposes a higher age requirement, that law shall take precedence.
	We shall not advertise or market our beers at any event where most of the audience is reasonably expected to below the legal purchase age. This guideline does not prohibit erecting advertising and marketing materials near facilities that are used primarily for adult-oriented events, but which occasionally may be used for an event where most attendees are under the legal drinking age.
	No beer identification, including logos, trademarks, or names should be used licensed for use on clothing, toys, games, or game equipment, or other materials intended for use primarily by persons below the legal purchase age.
	We believe that parents play a significant role in educating their children about the legal and responsible use of alcohol and may wish to prevent their children from accessing Internet web sites without parental supervision. To facilitate this exercise of parental responsibility, we will provide to manufacturers of parental control software the names and web site addresses of all of our beer web sites. Additionally, we will post reminders appropriate locations in our web indicating that our products are intended only for those of legal purchase age. These locations include entrance into the web site, purchase points within the web site, and access into adult-oriented locations within web site, such as virtual bars.

5. Beer consumption is intended as complement to leisure or social activity. Our advertising and marketing activities should not associate or portray beer drinking before or during activities that require a high degree alertness or coordination.


6. Our advertising and marketing materials should not make exaggerated product representations. As a result,

	Our advertising and marketing materials should not convey the impression that a beer has special or unique qualities if in fact it does not.
	Our advertising and marketing materials should make no scientifically unsubstantiated health claims.
	Beer may be portrayed to be part of personal and social experiences and activities. Nevertheless, our advertising and marketing materials 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 represent that individuals cannot solve social, personal or physical problems without beer consumption.

7. Our advertising and marketing materials should reflect generally accepted contemporary standards of good taste. As a result,

	Our advertising and marketing materials should not contain any lewd or indecent language or images.
	Our advertising and marketing materials should not portray sexual passion, promiscuity or any other amorous activity as a result of consuming beer.
	Our advertising and marketing materials should not employ religion or religious themes.

8. Our advertising and marketing materials shall not disparage competing beers. In the event comparisons are drawn between competing beers, the claims made shall be truthful and of value to consumers.


9. Our advertising and marketing materials shall not suggest that competing beers contain objectionable additives or ingredients.


10. Our advertising and marketing materials shall not refer to any intoxicating effect that our products may produce.


11. Our advertising and marketing materials shall not show littering or otherwise improper disposal of beer containers, unless the scenes are used clearly to promote anti-littering and/or recycling campaigns.


12. Our advertising and marketing activities on college and university campuses, or in college media, shall not portray consumption of beer as being important to education, nor shall our advertising directly or indirectly degrade studying. Our beers may be advertised and marketed on college campuses or at college-sponsored events only when permitted by appropriate college policy.

Company Sales Representatives
Our sales personnel must be of legal purchase age.

Code Compliance and Dissemination
Our company is committed to both the philosophy of the Code and to compliance with the Code. A copy of this Code shall be given to every brewery employee, wholesale distributor and outside agency whose responsibilities include advertising and marketing beer, as well as to any outside party who might request it.

Comments or complaints regarding our advertising and marketing activities should be directed to:

Vice President, Marketing Operations
Anheuser-Busch International, Inc.
One Busch Place
St. Louis, Missouri, USA 63118