In a Globe & Mail report, critics blasted the brewer’s latest marketing initiative as at least as tasteless as the product itself, saying that it is “harmful for students seeking jobs if a potential employer discovered their raucous partying poses on Facebook.” Now, as we’ve documented in the Sh*t Faced Femmes of Facebook, the boundaries separating the public and private are often as blurred as your vision after you’ve drank 11 or so cans of Molson’s “finest”, as people are rarely red-faced when posting compromising pictures online.

The Molson campaign asks college students to post such pictures so that the “top party school in Canada” can be crowned. We Shark Guys, several years removed from dancing a two-step back and forth over that academic probation line, and decidedly bitter over not yet being granted honorary degrees from our respective alma maters, are sadly ineligible for the prize—a public pool urinating, Mexican jail, wake-up-face-down-in-the-surf spring-break Bacchanalia to Cancun for five.

The dean of students at Queen’s University in Kingston, Ontario, a school whose engineering students are known for, among other things, calculating the trajectory and force required to dent a forehead with a can (and vice versa), is “disgusted” by the Facebook ad campaign’s “dangerous disregard for the way it promotes an abusive use of alcohol.”

From what we gather, to put it in standardized test terms, “The Campus Challenge” is to “30 Reasons Girls Should Call It A Night”, what “jejune” is to “lurid”, although stomachs will be tested by the odd broad-shouldered frat guy in a less than supportive bra.

The national director of the Canadian Alliance of Student Associations, said the Molson campaign is “unfortunate” because it stereotypes young people as being interested only in partying, rather than something closer to the truth—partying AND getting laid.