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Golden-based Coors Brewing Co. will replace an internal system that monitors consumer complaints about advertising with a review process that is becoming a standard of the beer industry.

“Our system works quite well, but we also felt it was important for the industry to have a unified system,” said Coors spokeswoman Kabira Hatland. “It is easier for consumers to have a single system that addresses their concerns.”

The company said Monday it will adopt the third-party review recently adopted by members of the Beer Institute, an industry lobbying organization. The company will replace its current system in January.

Under the Beer Institute review system, consumers who believe that an advertisement is inconsistent with the industry’s marketing code can request review by an independent panel. Among other things, the code calls for restricting radio advertising to times when the audience is mainly adult.

Coors is among a handful of alcoholic-beverage companies accused of advertising to minors in class-action lawsuits filed in 2003. A Jefferson County district judge dismissed one of the suits in September, saying the plaintiffs failed to show that their children were harmed by the ads. Suits in other states are pending.

Hatland said the lawsuits had nothing to do with the company’s adoption of the third- party review.

Staff writer Tom McGhee can be reached at 303-820-1671 or tmcghee@denverpost.com.