• Los Angeles Times, Friday, June 22, 2007 11:15 AM

"Mad Men," a TV series set on Madison Avenue in 1960, has drawn fire from a group claiming a sponsor -- Jack Daniel's -- violates liquor industry ad standards by mixing irresponsible behavior and alcohol. The show, set to premiere on AMC July 19, is the subject of a complaint filed by Commercial Alert with the Distilled Spirits Council of the United States.

It that alleges that the sponsorship crosses a line that bars liquor ads in shows with "depictions of overt sexual activity," lewd images or language, irresponsible drinking and intoxication. "If what's been reported is correct, Jack Daniel's will not be in a bit part; Jack Daniel's will be a star of the series," says Robert Weissman, managing director of the Washington-based nonprofit.

He thinks the show should be canceled, but is urging public service announcements about alcohol abuse before, during and after each show. However, Phil Lynch, a spokesman for Jack Daniel's parent Brown-Forman, says AMC has only offered to place three references to Jack Daniel's in the 13-week run of the show in return for an ad buy. And while he hasn't seen any of the scenes yet, Lynch says, "We're confident we're not violating the code at all," he said.

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