US brewer of Budweiser beer, Anheuser-Busch, is to tone down its advertising after an outcry against indecency following this year's Super Bowl when singer Janet Jackson's breast was exposed during the half-time show.

A-B president August Busch IV told the American Association of Advertising: “We are taking a more cautious approach to our creative (advertising) - to understand what the country is feeling right now.”

A-B’s ads during theSuper Bowl featured a crotch-biting dog and a flatulent horse.

Busch added: “Something is happening in the mood of the country that all marketers need to mind.

“People are choosing to draw hard boundaries of what's tasteful and distasteful. I think it's going to get even tighter as we head to November (US elections).”

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