Beer Institute Updates Advertising Code to Promote Responsible Marketing

WASHINGTON, D.C. - The Beer Institute released an updated Advertising and Marketing Code and Buying Guidelines (Ad Code) on January 1, 2026. Established in 1938, the Beer Institute's Ad Code is a leading example of industry self-regulation that evolves alongside changes in consumer behavior, media and technology. The 2026 revisions clarify the Ad Code's scope, modernize audience targeting requirements and formally extend the beer industry's voluntary advertising standards to non-alcohol (NA) products.

"These updates strengthen the beer industry's longstanding commitment to responsibility and transparency," said Beer Institute president and CEO Brian Crawford. "As the marketplace evolves and new product categories emerge, our members remain committed to upholding the highest standards in advertising and marketing."

The beer industry was among the first to adopt voluntary standards for television advertising in the 1950s, and it has continued to proactively update the Ad Code to address new platforms and products.

The Ad Code applies to all types of malt beverages, beers and specialty products containing alcohol that brewers sell in the United States. The Ad Code now also applies to beer-branded, non-alcohol products and non-alcohol beverages marketed as alternatives to alcohol beverages, ensuring that brewers have clear guidelines for responsibly marketing NA products as they continue to expand their selections. Brewers are also encouraged to apply the Ad Code to other alcohol beverages they sell in the United States.

Ad Code is also amended to reflect changing and available technology and explain how to ensure that placements, including those on brewer-owned digital media, are primarily directed or targeted to an audience comprised of adults of legal drinking age.