• by Wendy Davis , Staff Writer @wendyndavis, February 20, 2007

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.