NAD Clears Promotions for Michelob ULTRA Light Cider®

According to a news source, the Council of Better Business Bureau’s National Advertising Division (NAD) has determined that Anheuser Busch promotions for Michelob ULTRA Light Cider® comply with Food and Drug Administration definitions and guidelines. The company apparently claims that the product has one-third fewer calories than its competitors, and the ad industry’s self-regulatory investigative unit “determined that the advertiser had provided a reasonable basis for the claim.” NAD considered the product’s calorie content, the calorie content of other leading hard ciders and their market share, as well as whether the brewer’s claim provided “meaningful and accurate information to consumers.” The company was reportedly “pleased with NAD’s decision.” See Law360, February 5, 2013.