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Just An Online Minute... Attorneys General Take Aim At Bud.tv
by Wendy Davis, Tuesday, February 20, 2007, 3:30 PM

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State attorneys general in 23 states are griping that Anheuser-Busch's new broadband channel, Bud.tv, is too accessible to minors.

Though the site uses an age verification system designed to keep out underage visitors, the process is hardly foolproof. To gain entry, users must enter an adult's name, birthdate and ZIP code, which is then cross-referenced by a third party against public databases. The attorneys general complain that youngsters can get around this system by entering someone else's data. Also, people can download clips and post them on sites like YouTube, where all Web users can view them.

"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," the attorneys general stated in a letter to Anheuser-Busch, according to press reports.

But, while it's probably true that people under 21 can access Bud.tv's content, it's unclear why this poses such a problem for the authorities. After all, minors have been exposed to the company's marketing for years.

Consider, in addition to advertising on programs like the Super Bowl -- certainly viewed by people under 21 -- Anheuser-Busch has served as official sponsor of dozens upon dozens of professional sports teams, ranging from the Chicago Bulls to the Carolina Panthers to the St. Louis Cardinals (who play their home games in Busch stadium).

It's hard to imagine that watching a clip on Bud.tv will somehow prove more powerful with minors than the company's myriad ads and other marketing efforts in the offline world.

10 comments on "Just An Online Minute... Attorneys General Take Aim At Bud.tv"

  1. Gary Halpin from Agency 225, LLC
    commented on: February 23, 2007 at 5:27 PM
    For those of us who have warned for many years about the slippery slope created by laws and regulations that continue to erode our liberties, but that are typically applauded (by the same folks crying now), I'm not very surprised at the AG's actions. Remember being happy when these same AG's told private owners that people couldn't smoke in their establishments? How about private owners being told they couldn't serve 'trans-fat' in any food? Applauding some violations of people's basic rights and not all is how we got here today. Congratulations.

  2. Craig McDaniel from Sweepstakes Today LLC
    commented on: February 20, 2007 at 5:53 PM
    I have a strong interest in this matter because I publish the sweepstakes for some beer and tobacco companies. With all companies, Anheuser-Busch especially, no alcohol, beer or tobacco products are sold over the internet. All of these companies have to strongest security challenges on the net.

    I think if the AG’s feel so strongly about this then they should ask the legislators in their states to instruct what sites a minor can go to in their public schools. However this would be too simple wouldn’t it?

  3. Michael Jones from GrownUpsOnline.com
    commented on: February 20, 2007 at 5:44 PM
    This isn't anything thats' going away and websites will need to conform sooner or later. They do have a point, that adults and children should not be mixing on a peer to peer level on the internet. They don't in real life. The age and Id program they use is missing the step of asking for the sum of the users social security number. There are also more questions that could be asked that only an adult would know. GrownUpsOnline.com has integrated the verification system and it is working successfully.

  4. Peter Moran from Darcy Interactive Media
    commented on: February 20, 2007 at 5:28 PM
    It seems like a classic over reaction. Every day people under 21 receive countless impressions for products and services targeted at "only" over 21...

    Just so I have it straight: If I am 18 I can vote for a President, enlist to fight for my country in places like Iraq, declare my independence from my parents but cannot log on to Bud TV... Strange... --Pete

  5. Betsy Dee from betsy dee/sf
    commented on: February 20, 2007 at 5:28 PM
    I'm just wondering how the Attorneys-General would be willing to address the fact that Anheuser-Busch has messages all over network television. Who's supervising the minors there?

  6. Jack Parnell from Jack Parnell Enterprises
    commented on: February 20, 2007 at 5:15 PM
    Have you seen what they'll be running? If you haven't, then you souldn't have made that last statement.

  7. Connie LaMotta from LaMotta Strategic Communications, Inc.
    commented on: February 20, 2007 at 5:11 PM
    Perhaps the difference from other advertising is that Bud.tv allows Anheiser Bush to be both the network and the ad content provider. Where are the checks and balances?

  8. Lehel Reeves from Automotive Networks Corporation
    commented on: February 20, 2007 at 4:37 PM
    State attorneys like polititions have personal agendas most everything they do is designed to promote themselves, to maintain their positiuons or get higher positions, once you understand this sad fact, you understand all motivation behind any of their actions

  9. Jim Miller from Vision Magazine
    commented on: February 20, 2007 at 4:29 PM
    Is anyone else as sick as I am of these attorneys general? First MySpace and now this. It's as if these idiots don't understand how the web works. Don't they have websites of their own?

  10. Dave Rudey from Cars.com
    commented on: February 20, 2007 at 4:22 PM
    Yes, and people do fear what they can not understand. The internet is still a new place for lots of people- including older attorney generals.

    "It's hard to imagine that..."

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