Four Loko: We Won't Use Santa in Our Ads
And, more importantly, won't market on campuses
By Matt Cantor, Newser User
Posted Mar 26, 2014 6:40 AM CDT
Updated Mar 26, 2014 8:00 AM CDT
Cans of Four Loko are seen on Wednesday, Feb. 29, 2012, in Washington.   (AP Photo/Haraz Ghanbari)

(Newser) – Amid controversy over its combination of caffeine and alcohol, the makers of Four Loko announced it was dropping caffeine from the equation in 2010. But authorities weren't finished with Phusion Projects: Now, the company has agreed to a raft of new marketing rules, the Los Angeles Times reports. The settlement comes after 20 states and San Francisco held that Phusion marketed alcohol to under-21s and hadn't made clear the risks of mixing caffeine and booze, the Washington Post reports.

Among the new restrictions: Phusion won't promote its drinks on college campuses, and the "names, initials, logos, or mascots" of colleges and student groups won't appear in marketing, the Consumerist reports. The company won't encourage mixing Four Loko with caffeine. People appearing in Four Loko marketing must be at least 25 and "reasonably appear to be over 21 years of age." And St. Nick is out: The company won't use "descriptions or depictions of Santa Claus" in ads, the Post notes. Phusion is also paying $400,000 to help cover the costs of the case and support the fight against underage drinking. In a statement, the company says:

  • While our company did not violate any laws and we disagree with the allegations of the State Attorneys General, we consider this agreement a practical way to move forward and an opportunity to highlight our continued commitment to ensuring that our products are consumed safely and responsibly only by adults 21 and over.

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Showing 3 of 4 comments
Ezekiel 25:17
Mar 31, 2014 10:25 PM CDT
I was raised on that stuff and it wasn't in a can. It was called Mom's ice tea. She gave me a gallon to take to college each Sunday after a visit. The guys started asking her to send more. They still talk about it to this day. I understand them not wanting to use Santa on the label. That's because its spelled with the same characters as satan.
AEK
Mar 26, 2014 8:41 PM CDT
Four Who? Nevvver heard of it. (I'm old).
Gart
Mar 26, 2014 8:05 AM CDT
I remember when it had caffeine and a few goon bars would have 4 loco parties. People were literally blacking out in the bar.