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Alcohol Advertising:Alcohol Advertising:
Are Our Kids Collateral or Are Our Kids Collateral or Intended Targets?Intended Targets?
Beer Institute Advertising Beer Institute Advertising CodeCode
• Beer advertising…should not be Beer advertising…should not be placed…where most of the audience is placed…where most of the audience is reasonably expected to be below the reasonably expected to be below the legal purchasing age.legal purchasing age.
---- Advertising & Marketing Code Advertising & Marketing Code Beer Institute, September Beer Institute, September
19971997
Lisa LeslieLisa Leslie
A role model for girls:A role model for girls:
• 2001 Sportswoman of the Year2001 Sportswoman of the Year
• Appeared in youth oriented TV shows Appeared in youth oriented TV shows (Moesha and Disney Channel’s “The (Moesha and Disney Channel’s “The Jersey”)Jersey”)
• Outreach activities at day camps, boys Outreach activities at day camps, boys and girls clubs, and with inner-city youth.and girls clubs, and with inner-city youth.
• Advertising for Bud Light.Advertising for Bud Light.
WNBA and NikeWNBA and Nike
• ““The Nike/WNBA leagues and clinics will The Nike/WNBA leagues and clinics will provide increased opportunities for girls…provide increased opportunities for girls…to become involved in basketball.” (WNBA to become involved in basketball.” (WNBA Pres. Val Ackerman)Pres. Val Ackerman)
• ““Girls need inspiration and a chance to Girls need inspiration and a chance to play. The WNBA and its players serve as play. The WNBA and its players serve as the inspiration. [W]hat [the girls] get is…a the inspiration. [W]hat [the girls] get is…a lot of life lessons.” (Sue Levin, Nike lot of life lessons.” (Sue Levin, Nike women’s brand manager)women’s brand manager)
WNBA and Bud LightWNBA and Bud Light
• Sponsorship of the WNBA and the U.S. Sponsorship of the WNBA and the U.S. Olympic women’s basketball team Olympic women’s basketball team “provides Bud Light an excellent “provides Bud Light an excellent platform… to reach the expanding fan platform… to reach the expanding fan base provided by women’s base provided by women’s professional sports.”professional sports.”
-- -- Anheuser-Busch SpokespersonAnheuser-Busch Spokesperson
NBC Attracting Young NBC Attracting Young PeoplePeople
• ““[the] Winter Games in particular are [the] Winter Games in particular are really all about speed, all about edge. really all about speed, all about edge. It’s really perfect for a younger It’s really perfect for a younger demographic.”demographic.”
-- Randy Falco, NBC President & -- Randy Falco, NBC President & COO, Olympics COO, Olympics
Alcopops Target Young Alcopops Target Young PeoplePeople
• Teens are three times more likely than Teens are three times more likely than adults to have seen or heard about adults to have seen or heard about alcopops.alcopops.
• Teens (41%) are nearly twice as likely Teens (41%) are nearly twice as likely as adults (24%) to have tried as adults (24%) to have tried alcopops. alcopops.
-- CSPI Poll, May 2001-- CSPI Poll, May 2001
Youth TargetingYouth Targeting
• [T]he…youth orientation of [flavored [T]he…youth orientation of [flavored malt beverages] is key to the malt beverages] is key to the market…. Nearly one-quarter of the market…. Nearly one-quarter of the people age 19 to 20 drink coolers…, people age 19 to 20 drink coolers…, accounting for 7 percent of all cooler accounting for 7 percent of all cooler drinkers.” drinkers.”
---- Super Market Research, Super Market Research, Mintel International Group Mintel International Group Limited, Limited, May/June 2001 May/June 2001
FTC Position on Effects of FTC Position on Effects of
Alcohol Advertising Alcohol Advertising
• The inconclusive nature of the studies The inconclusive nature of the studies “does not rule out the existence of a “does not rule out the existence of a clinically important effect of advertising clinically important effect of advertising on youth drinking decisions.”on youth drinking decisions.”
-- Self-Regulation in the Alcohol -- Self-Regulation in the Alcohol Industry Industry, FTC, September 1999, FTC, September 1999
U.S. Supreme CourtU.S. Supreme Court on Effects of Advertising on Effects of Advertising
•Product advertising stimulates Product advertising stimulates demand and the absence of it demand and the absence of it suppresses it.suppresses it.
Lorillard Tobacco vs. MassachusettsLorillard Tobacco vs. Massachusetts
June 28, 2001June 28, 2001
