August IV says A-B will reexamine ad content.
Speaking during a question and answer session that followed a speech to the group, Busch noted that the Janet Jackson incident at the Super Bowl had triggered a backlash against sexual content in advertising.
"As we came out of the Super Bowl, the mood of the country seemed to have changed, and some of our ads got wrapped into that same controversy," Mr. Busch said.
Busch said that A-B would be more cautious in future, and would seek to avoid "distasteful" content.
Busch said that the reexamination is already impacting development of commercials for next year's Super Bowl, a process that begins almost as soon as the previous year's Bowl is over.
Mr. Busch said that one commercial, a Bud Light commercial that depicted a flatulent horse, had already been removed from rotation.
Busch IV is often viewed as the architect of Bud and Bud Light's brilliant ad efforts of recent years. However, observers note that the general level of humor in beer ads has been becoming ever more sophomoric, perhaps due to increased competition for the crucial young male demographic.