Bud.tv In Trouble Over Age Checks

Bud.tv can’t win – it has been severely criticized by the media because the age verification process has acted as a deterrent to some adults who wanted to view the site, but now 21 American State attorneys general have written to the brewer saying that the site can be too easily accessed by the underage drinker.

The letter told Anheuser-Busch, “We feel strongly that since you are creating the programming and controlling the internet-based network, not just advertising on it, you have a higher responsibility to ensure that youth are not exposed to the marketing on your site. We fail to see how your use of age verification on the Bud.tv site is a genuine attempt to keep youth from accessing the site’s content.”

Besides the verification process now in place the letter suggests there should be follow-up phone calls  and other checks to ensure that the young drinker does not slip through the net.

Bud.tv says that via the process now in use it has already turned away “tens of thousands of visitors” and that the company is serious in its attempt to stop illegal underage drinking.

The company also urged parents to monitor their children’s Internet usage. No word from the attorneys general on what they will do if they are dissatisfied with Bud.tv’s response. - February 21, 2007

Keywords:brand marketing,product placement

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