LOS ANGELES COURT HALTS BEER-GEAR ADS.

Byline: Associated Press

State authorities obtained a court order Friday forcing Anheuser-Busch to halt its ``Buy the Beer, Get the Gear'' television advertisements, in which consumers are offered merchandise for drinking Budweiser.

The Los Angeles Superior Court issued the temporary restraining order at the request of the state Department of Alcoholic Beverage Control. A hearing is scheduled for July 15 in Los Angeles, said department spokesman Carl DeWing.

The brewer's advertising program violates the state's liquor laws by offering any ``premium, gift or free goods'' in connection with the sale of alcohol, according to the state.

ABC Director Jay Stroh described the ads as ``a bold marketing effort we feel steps over the line by blatantly encouraging increased alcohol consumption to obtain premium points that are redeemable for nonalcoholic merchandise.''

State authorities said they learned of the program in late May and notified Anheuser-Busch that the program was unlawful and should be discontinued. The company declined, Stroh said.

``We believe the `Bud Gear' is an irresponsible and unlawful marketing scheme that encourages consumers, particularly young people, to drink as much beer as possible,'' he added.

A spokesman at Anheuser-Busch's St. Louis headquarters was not immediately available to respond to a reporter's inquiries, a company representative said.