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The advertising industry's self-regulatory unit—which makes sure advertisers don't run afoul of regulators—took the extreme step of referring MillerCoors' ad claims to the Federal Trade Commission.
The National Advertising Division of the Advertising Self-Regulatory Council made the referral when the beer maker refused to participate in a review of certain ad claims made for the Coors Light beer can.
"It's particularly unusual for a major advertiser not to participate," said Linda Bean, an ASRC spokeswoman. Last year, only four of the 111 cases reviewed by NAD were referred to the FTC.
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