The move marks a long tradition of scrutiny into beer ads and their partners.
and that Mulvaney—who is 26—produces content largely tailored toward younger audiences, thereby creating an environment in which any alcohol-related content would be seen by younger people.
Texas Senator Ted Cruz is pictured, with transgender social media influencer Dylan Mulvaney shown in the inset. Cruz and Tennessee Senator Marsha Blackburn seek a probe of Bud Light's brand partnership with Mulvaney.
But the senators also raised past comments by Alissa Heinerscheid, Bud Light's former vice president of marketing, who said,"If we do not attract young drinkers to come and drink this brand there will be no future for Bud Light," as an alleged sign the company was willfully marketing to minors. Though the evidence was largely circumstantial, the senators argued both platforms' demographic data"overwhelmingly shows" Mulvaney's audience skewed significantly younger than the legal drinking age, thereby violating the Beer Institute's Advertising/Marketing Code and Buying Guidelines, which specifies advertising placements may only be made in settings where at least 73.6 percent of the audience is expected to be adults of legal drinking age.
"The general demographics of Instagram and TikTok, combined with the pre-pubescent content for girls pushed by Dylan Mulvaney, and informed by comments from Anheuser-Busch's VP for Marketing regarding young drinkers, should have provided overwhelming evidence to the Beer Institute that Anheuser-Busch's sponsored social media influencer advertising had both the design and effect of marketing an adult beverage product to an audience whose composition was less than 73.
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