A-B initially complained to the Advertising Self-Regulatory Council -- part of the Council of Better Business Bureaus -- that the ads, featuring rapper Ice Cube, are deceptive and misleading because they claim canned Coors Light is "beer on the inside, science on the outside," "locks in frost-brewed taste" and is "a smoother, more refreshing pour."
MillerCoors spokesman Jonathan Stern said in a statement the ads' claims are either scientifically verifiable or represent "acceptable marketing puffery," The Denver Post reported Saturday.
MillerCoors, which has called the challenge was frivolous, has advised the Ad Council the ads will not run past November, the newspaper said.
The Ad Council has taken the case to the Federal Trade Commission, alleging MillerCoors refused to cooperate with its review of the campaign.
Colorado State University marketing Professor Stan Slater, who once worked for Coors, told the Post A-B will have a difficult case to prove since puffery in advertising is "not considered to be illegal or unethical."