This happened across the pond but should be of particular interest to breweries employing a social media strategy in the U.S.. An excerpt of a piece from AJ Park:

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The Advertising Standards Board (ASB) found that user-generated content on a brand’s Facebook page is advertising and has to comply with Australia’s advertising codes. The ASB received a complaint that fan posts on the Victoria Bitter (VB) Facebook page contained discriminatory and obscene language. VB’s owner Carlton and United Breweries (CUB) agreed that the language was inappropriate, but argued that user comments are not advertising communications and CUB was not responsible for them. CUB had ‘house rules’ for fans posting on its page and a procedure for moderating user comments, but did not pre-vet user comments or moderate in real time.