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Alcohol Advertising: Are Our Kids Collateral or Intended Targets?

Alcohol Advertising: Are Our Kids Collateral or Intended Targets?. Beer Institute Advertising Code. Beer advertising…should not be placed…where most of the audience is reasonably expected to be below the legal purchasing age.

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Alcohol Advertising: Are Our Kids Collateral or Intended Targets?

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  1. Alcohol Advertising:Are Our Kids Collateral or Intended Targets?

  2. Beer Institute Advertising Code • Beer advertising…should not be placed…where most of the audience is reasonably expected to be below the legal purchasing age. --Advertising & Marketing Code Beer Institute, September 1997

  3. Lisa Leslie A role model for girls: • 2001 Sportswoman of the Year • Appeared in youth oriented TV shows (Moesha and Disney Channel’s “The Jersey”) • Outreach activities at day camps, boys and girls clubs, and with inner-city youth. • Advertising for Bud Light.

  4. WNBA and Nike • “The Nike/WNBA leagues and clinics will provide increased opportunities for girls…to become involved in basketball.” (WNBA Pres. Val Ackerman) • “Girls need inspiration and a chance to play. The WNBA and its players serve as the inspiration. [W]hat [the girls] get is…a lot of life lessons.” (Sue Levin, Nike women’s brand manager)

  5. WNBA and Bud Light • Sponsorship of the WNBA and the U.S. Olympic women’s basketball team “provides Bud Light an excellent platform… to reach the expanding fan base provided by women’s professional sports.” -- Anheuser-Busch Spokesperson

  6. NBC Attracting Young People • “[the] Winter Games in particular are really all about speed, all about edge. It’s really perfect for a younger demographic.” -- Randy Falco, NBC President & COO, Olympics

  7. Alcopops Target Young People • Teens are three times more likely than adults to have seen or heard about alcopops. • Teens (41%) are nearly twice as likely as adults (24%) to have tried alcopops. -- CSPI Poll, May 2001

  8. Youth Targeting • [T]he…youth orientation of [flavored malt beverages] is key to the market…. Nearly one-quarter of the people age 19 to 20 drink coolers…, accounting for 7 percent of all cooler drinkers.” --Super Market Research, Mintel International Group Limited, May/June 2001

  9. FTC Position on Effects of Alcohol Advertising • The inconclusive nature of the studies “does not rule out the existence of a clinically important effect of advertising on youth drinking decisions.” -- Self-Regulation in the Alcohol Industry, FTC, September 1999

  10. U.S. Supreme Court on Effects of Advertising • Product advertising stimulates demand and the absence of it suppresses it. Lorillard Tobacco vs. Massachusetts June 28, 2001

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