Some congressmen, school presidents, college coaches and athletic directors had urged the National Collegiate Athletic Association to limit or ban alcohol advertising.
However, NCAA chiefs have ruled that the current policy does not need to be changed.
This allows advertising for products that do not exceed a 6 per cent alcohol level. It also allows only one minute per hour of any telecast to be devoted to alcohol ads.
Anheuser-Busch InBev and SAB Miller both advertise on NCAA's basketball telecasts.