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We also require through our code that all models in our ads be at least 25 years old," adds Cressey, a requirement that is also generally followed by members of the Beer Institute. In September 2003, the Beer Institute and the Distilled Spirits Council of the United States made their guidelines stricter by stating that no more than 30% of the audience of alcohol ads can be under the legal drinking age, a change from the earlier guideline of 50% (King, 2004). Beer Institute claims that beer is still the alcoholic beverage of choice for Americans. |
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