USA: Brewer Heineken USA announced on December 22 announced the creation of a three-member Independent Advertising Complaint Review Panel and Advisory Board to add an independent voice to the company's existing process to address public concerns that may arise over its print or broadcast advertising.

"Heineken USA's internal advertising review process has worked extremely well to ensure ad concepts and creative meet the industry guidelines for content and decency," said Heineken USA President Frans van der Minne. The independent panel "will provide us with one more avenue to fully address consumer concerns," he said. "Having access to this panel of experts who herald from such professions as advertising, public policy and health care, however, will provide us with one more avenue to fully address consumer concerns when and if they arise."

Beer and liquor makers are seeking to shield themselves from potential lawsuits over advertising messages perceived to contribute to alcoholism or underage drinking.

Some brewers have also drawn ire over their competitive brawls in commercials, as well as for using juvenile or sex-laden gags in television and print ads. Heineken USA said its independent consultants include former U.S. vice-presidential candidate Geraldine Ferraro, now head of the public affairs practice for the Global Consulting Group.

Two other members are Eva Kasten, founder of marketing firm Noral Group International and an expert on public service advertisements; and Robert Phillips, medical director of Forensic Consultation Associates, which specializes in psychiatric consultations for legal cases.

Heineken USA Inc., the nation's largest beer importer, is a subsidiary of Heineken International (Netherlands), which is the world's most international brewer. Brands imported into the U.S. include: Heineken Lager, the world's most international beer brand; Heineken Dark; Amstel Light, the largest-selling imported light beer brand; and Buckler non-alcoholic brew.

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