Is Bud.tv a case study for Branded Entertainment ?

Clamor Over Site Shows That Marketers Who Own Media May Be Playing Under Tougher Rule

Are marketers who create channels to disseminate their own branded content subject to a different standard than standard-issue advertisers?
After the attorneys general of 21 states told the No. 1 U.S. brewer that, as a media owner, it is playing by a different, more stringent, set of rules, the notion of a higher standard for branded-entertainment ventures could have a chilling effect if it's applied broadly.

Source : Madison&Vine