Jeff Becker, President of the Beer Institute, took immediate exception to the charges, which he called “another effort to drive an agenda based on “misrepresentations the facts simply do not support.” He quoted the media industry’s prime source of circulation data, Nielsen Media Research that shows 88% of viewers of college football are over 21 as are 87% of college basketball viewers. He added that numerous government studies conclude that beer marketing does NOT promote illegal drinking and that young people themselves rank advertising in last place among the social environments that influence them to drink (peer pressure is number one). Finally, he called CSPI’s attention the industry’s Code of Advertising and Marketing that sets clear guidelines for brewers’ marketing practices on college campuses. For example: there no promotional activities except on licensed premises and at events open to the general public are permitted which means no frat parties and the like. The Code’s advertising restraints also insist that ads be placed in media where at least 70% of the audience is “reasonably expected” to be above legal drinking age.