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Television commercials for beer are the only advertisements that never show anyone consuming the product. This is not a legal requirement. It's a holdover from the old TelevisionCode system of the private organization and Television industry political lobbying group, The National Association of Broadcasters. The Television Code was a self-imposed censorship system for making sure stations only ran programs which weren't offensive and followed typical middle-class views, and existed until the late 1970s when stations started to run much edgier fare that wasn't necessarily permitted by the code. Sort of like what happened when comic book publishers decided to drop out of UsefulNotes/TheComicsCode or the way mainstream movie studios stopped following UsefulNotes/TheHaysCode.

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Television commercials for beer are the only advertisements that never show anyone consuming the product. This is not a legal requirement. It's a holdover from the old TelevisionCode Television Code system of the private organization and Television industry political lobbying group, The National Association of Broadcasters. The Television Code was a self-imposed censorship system for making sure stations only ran programs which weren't offensive and followed typical middle-class views, and existed until the late 1970s when stations started to run much edgier fare that wasn't necessarily permitted by the code. Sort of like what happened when comic book publishers decided to drop out of UsefulNotes/TheComicsCode or the way mainstream movie studios stopped following UsefulNotes/TheHaysCode.


Back in the 1980s, Paul Hogan of ''Film/CrocodileDundee'' fame hung a lampshade on this trope when advertising a beer (Fosters?). He noted that he wasn't allowed to drink the product on television, but was having a really hard time with that full mug of beer in front of him. Finally, in a moment of frustration, he mutters "Fade to black." The ad does, and when it comes back, the mug is half full. Heineken Light began running a similar ad in early 2014, in which Creator/{{Neil Patrick Harris}} (Barney Stinson from ''Series/{{How I Met Your Mother}}'') mentions the fact that he cannot drink his beer onscreen, and then steps out of the frame to take a drink.

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Back in the 1980s, Several beer commercials have lampshaded this restriction:
*
Paul Hogan of ''Film/CrocodileDundee'' fame hung probably did it first, in a lampshade on this trope when advertising a beer (Fosters?).1980s ad for Fosters Lager. He noted that he wasn't allowed to drink the product on television, but was having a really hard time with that full mug of beer in front of him. Finally, in a moment of frustration, he mutters "Fade to black." The ad does, and when it comes back, the mug is half full. [[https://www.youtube.com/watch?v=ebBAmwr71CQ Viewable here.]]
* Red Stripe ran an ad in the mid-2000s, with a Jamaican announcer and his companion Jimmy. The announcer points out the restriction, then announces various forms of Red Stripe merchandise. For each, the commercial cuts to an informational screen with an 800 number and website to buy the advertised merchandise. As the commercial cuts back to the announcer and Jimmy, it becomes clear they've been drinking during the info screens. [[https://www.youtube.com/watch?v=pjrv9CSOQRA Viewable here.]]
*
Heineken Light began running a similar an ad in early 2014, in which Creator/{{Neil Patrick Harris}} (Barney Stinson from ''Series/{{How I Met Your Mother}}'') mentions the fact that he cannot drink his beer onscreen, and then steps out of the frame to take a drink.


Back in the 1980s, Paul Hogan of ''Film/CrocodileDundee'' fame hung a lampshade on this trope when advertising a beer (Fosters?). He noted that he wasn't allowed to drink the product on television, but was having a really hard time with that full mug of beer in front of him. Finally, in a moment of frustration, he mutters "Fade to black." The ad does, and when it comes back, the mug is half full. Heineken Light began running a similar ad in early 2014, in which {{Neil Patrick Harris}} (Barney Stinson from ''Series/{{How I Met Your Mother}}'') mentions the fact that he cannot drink his beer onscreen, and then steps out of the frame to take a drink.

to:

Back in the 1980s, Paul Hogan of ''Film/CrocodileDundee'' fame hung a lampshade on this trope when advertising a beer (Fosters?). He noted that he wasn't allowed to drink the product on television, but was having a really hard time with that full mug of beer in front of him. Finally, in a moment of frustration, he mutters "Fade to black." The ad does, and when it comes back, the mug is half full. Heineken Light began running a similar ad in early 2014, in which {{Neil Creator/{{Neil Patrick Harris}} (Barney Stinson from ''Series/{{How I Met Your Mother}}'') mentions the fact that he cannot drink his beer onscreen, and then steps out of the frame to take a drink.


Back in the 1980s, Paul Hogan of ''Film/CrocodileDundee'' fame hung a lampshade on this trope when advertising a beer (Fosters?). He noted that he wasn't allowed to drink the product on television, but was having a really hard time with that full mug of beer in front of him. Finally, in a moment of frustration, he mutters "Fade to black." The ad does, and when it comes back, the mug is half full. Heineken Light began running a similar ad in early 2014, in which {{Neil Patrick Harris}} (Barney Stinson from {{How I Met Your Mother}}) mentions the fact that he cannot drink his beer onscreen, and then steps out of the frame to take a drink.

to:

Back in the 1980s, Paul Hogan of ''Film/CrocodileDundee'' fame hung a lampshade on this trope when advertising a beer (Fosters?). He noted that he wasn't allowed to drink the product on television, but was having a really hard time with that full mug of beer in front of him. Finally, in a moment of frustration, he mutters "Fade to black." The ad does, and when it comes back, the mug is half full. Heineken Light began running a similar ad in early 2014, in which {{Neil Patrick Harris}} (Barney Stinson from {{How ''Series/{{How I Met Your Mother}}) Mother}}'') mentions the fact that he cannot drink his beer onscreen, and then steps out of the frame to take a drink.


Back in the 1980s, Paul Hogan of ''Film/CrocodileDundee'' fame hung a lampshade on this trope when advertising a beer (Fosters?). He noted that he wasn't allowed to drink the product on television, but was having a really hard time with that full mug of beer in front of him. Finally, in a moment of frustration, he mutters "Fade to black." The ad does, and when it comes back, the mug is half full.

to:

Back in the 1980s, Paul Hogan of ''Film/CrocodileDundee'' fame hung a lampshade on this trope when advertising a beer (Fosters?). He noted that he wasn't allowed to drink the product on television, but was having a really hard time with that full mug of beer in front of him. Finally, in a moment of frustration, he mutters "Fade to black." The ad does, and when it comes back, the mug is half full. Heineken Light began running a similar ad in early 2014, in which {{Neil Patrick Harris}} (Barney Stinson from {{How I Met Your Mother}}) mentions the fact that he cannot drink his beer onscreen, and then steps out of the frame to take a drink.


If you've ever watched a television commercial for beer in the United States or watched one on YouTube if you're outside of the States, you might notice something. In the typical American beer commercial, about how many times is someone shown drinking the sponsor's product, compared to, say, someone drinking soda in a soft drink commercial, coffee in one of those commercials, or other beverages? Is it more frequently, or less? If you said less frequently, you'd be correct. In fact, the exact number is zero.

to:

If you've ever watched a television commercial for beer in the United States or watched one on YouTube Website/YouTube if you're outside of the States, you might notice something. In the typical American beer commercial, about how many times is someone shown drinking the sponsor's product, compared to, say, someone drinking soda in a soft drink commercial, coffee in one of those commercials, or other beverages? Is it more frequently, or less? If you said less frequently, you'd be correct. In fact, the exact number is zero.


Back in the 1980s, Paul Hogan of ''Film/CrocodileDundee'' fame hung a lampshade on this trope when advertising a beer (Fosters?). He noted that he wasn't allowed to drink the product on television, but was having a really hard time with that full mug of beer in front of him. Finally, in a moment of frustration, he mutters "Fade to black." The ad does, and when it comes back, the mug is half full...

to:

Back in the 1980s, Paul Hogan of ''Film/CrocodileDundee'' fame hung a lampshade on this trope when advertising a beer (Fosters?). He noted that he wasn't allowed to drink the product on television, but was having a really hard time with that full mug of beer in front of him. Finally, in a moment of frustration, he mutters "Fade to black." The ad does, and when it comes back, the mug is half full...full.


If you've ever watched a television commercial for beer in the United States or watched one on YouTube if you're outside of the states, you might notice something. In the typical American beer commercial, about how many times is someone shown drinking the sponsor's product, compared to, say, someone drinking soda in a soft drink commercial, coffee in one of those commercials, or other beverages? Is it more frequently, or less? If you said less frequently, you'd be correct. In fact, the exact number is zero.

to:

If you've ever watched a television commercial for beer in the United States or watched one on YouTube if you're outside of the states, States, you might notice something. In the typical American beer commercial, about how many times is someone shown drinking the sponsor's product, compared to, say, someone drinking soda in a soft drink commercial, coffee in one of those commercials, or other beverages? Is it more frequently, or less? If you said less frequently, you'd be correct. In fact, the exact number is zero.


Television commercials for beer are the only advertisements that never show anyone consuming the product. This is not a legal requirement. It's a holdover from the old TelevisionCode system of the private organization and Television industry political lobbying group, The National Association of Broadcasters. The Television Code was a self-imposed censorship system for making sure stations only ran programs which weren't offensive and followed typical middle-class views, and existed until the late 1970s when stations started to run much edgier fare that wasn't necessarily permitted by the code. Sort of like what happened when comic book publishers decided to drop out of the ComicsCode or the way mainstream movie studios stopped following the HaysCode.

to:

Television commercials for beer are the only advertisements that never show anyone consuming the product. This is not a legal requirement. It's a holdover from the old TelevisionCode system of the private organization and Television industry political lobbying group, The National Association of Broadcasters. The Television Code was a self-imposed censorship system for making sure stations only ran programs which weren't offensive and followed typical middle-class views, and existed until the late 1970s when stations started to run much edgier fare that wasn't necessarily permitted by the code. Sort of like what happened when comic book publishers decided to drop out of the ComicsCode UsefulNotes/TheComicsCode or the way mainstream movie studios stopped following the HaysCode.
UsefulNotes/TheHaysCode.



Back in the 1980s, Paul Hogan of CrocodileDundee fame hung a lampshade on this trope when advertising a beer (Fosters?). He noted that he wasn't allowed to drink the product on television, but was having a really hard time with that full mug of beer in front of him. Finally, in a moment of frustration, he mutters "Fade to black." The ad does, and when it comes back, the mug is half full...

to:

Back in the 1980s, Paul Hogan of CrocodileDundee ''Film/CrocodileDundee'' fame hung a lampshade on this trope when advertising a beer (Fosters?). He noted that he wasn't allowed to drink the product on television, but was having a really hard time with that full mug of beer in front of him. Finally, in a moment of frustration, he mutters "Fade to black." The ad does, and when it comes back, the mug is half full...full...
----


The television code had a restriction that an ad for beer (and possibly hard liquor) could not show someone drinking the product. While the code is long since dead, most stations still won't run beer ads where it shows the product being consumed, so as a result, to this day, beer makers do not show their product being consumed in their television commercials.

to:

The television code had a restriction that an ad for beer (and possibly hard liquor) could not show someone drinking the product. While the code is long since dead, most stations still won't run beer ads where it shows the product being consumed, so as a result, to this day, beer makers do not show their product being consumed in their television commercials.commercials.

Back in the 1980s, Paul Hogan of CrocodileDundee fame hung a lampshade on this trope when advertising a beer (Fosters?). He noted that he wasn't allowed to drink the product on television, but was having a really hard time with that full mug of beer in front of him. Finally, in a moment of frustration, he mutters "Fade to black." The ad does, and when it comes back, the mug is half full...


Television commercials for beer are the only advertisements that never show anyone consuming the product. This is not a legal requirement. It's a holdover from the old TelevisionCode system of the private organization and Television industry political lobbying group, The National Association of Broadcasters. The Television Code was a self-imposed censorship system for making sure stations only ran programs which weren't offensive and followed typical middle-class views, and existed until the late 1970s when stations started to run much more edgier fare that wasn't necessarily permitted by the code. Sort of like what happened when comic book publishers decided to drop out of the ComicsCode or the way mainstream movie studios stopped following the HaysCode.

to:

Television commercials for beer are the only advertisements that never show anyone consuming the product. This is not a legal requirement. It's a holdover from the old TelevisionCode system of the private organization and Television industry political lobbying group, The National Association of Broadcasters. The Television Code was a self-imposed censorship system for making sure stations only ran programs which weren't offensive and followed typical middle-class views, and existed until the late 1970s when stations started to run much more edgier fare that wasn't necessarily permitted by the code. Sort of like what happened when comic book publishers decided to drop out of the ComicsCode or the way mainstream movie studios stopped following the HaysCode.


If you've ever watched a television commercial for beer in the United States (or Canada, although I'm not sure if they allow beer commercials there) or watched one on YouTube if you're outside of the states, you might notice something. In the typical American beer commercial, about how many times is someone shown drinking the sponsor's product, compared to, say, someone drinking soda in a soft drink commercial, coffee in one of those commercials, or other beverages? Is it more frequently, or less? If you said less frequently, you'd be correct. In fact, the exact number is zero.

to:

If you've ever watched a television commercial for beer in the United States (or Canada, although I'm not sure if they allow beer commercials there) or watched one on YouTube if you're outside of the states, you might notice something. In the typical American beer commercial, about how many times is someone shown drinking the sponsor's product, compared to, say, someone drinking soda in a soft drink commercial, coffee in one of those commercials, or other beverages? Is it more frequently, or less? If you said less frequently, you'd be correct. In fact, the exact number is zero.

Added DiffLines:

If you've ever watched a television commercial for beer in the United States (or Canada, although I'm not sure if they allow beer commercials there) or watched one on YouTube if you're outside of the states, you might notice something. In the typical American beer commercial, about how many times is someone shown drinking the sponsor's product, compared to, say, someone drinking soda in a soft drink commercial, coffee in one of those commercials, or other beverages? Is it more frequently, or less? If you said less frequently, you'd be correct. In fact, the exact number is zero.

Television commercials for beer are the only advertisements that never show anyone consuming the product. This is not a legal requirement. It's a holdover from the old TelevisionCode system of the private organization and Television industry political lobbying group, The National Association of Broadcasters. The Television Code was a self-imposed censorship system for making sure stations only ran programs which weren't offensive and followed typical middle-class views, and existed until the late 1970s when stations started to run much more edgier fare that wasn't necessarily permitted by the code. Sort of like what happened when comic book publishers decided to drop out of the ComicsCode or the way mainstream movie studios stopped following the HaysCode.

The television code had a restriction that an ad for beer (and possibly hard liquor) could not show someone drinking the product. While the code is long since dead, most stations still won't run beer ads where it shows the product being consumed, so as a result, to this day, beer makers do not show their product being consumed in their television commercials.

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