In An Absolut World: Vodka Ads on Network TV

From Marin Institute - Disregarding the long-established voluntary ban on liquor ads on TV, Absolut Vodka and its owner, French corporate giant Pernod Ricard, have opened the alcohol advertising floodgates by running an ad on CBS during the Grammy Awards on February 8, 2009.

This dangerous move by Pernod Ricard and CBS places profits ahead of public health and sets into motion the dismantling of a system of self-regulation created by an industry already known for egregious advertising.

The 30-second Absolut spot was the first spirits commercial to appear on a national broadcast TV show, running in 15 of the largest media markets on CBS and affiliate local stations. Determined to push media boundaries, Pernod Ricard reached a primetime audience of underage youth who tuned in to watch their favorite teen idols on the popular music awards show.

How does advertising impact young people? To learn more about the effects of alcohol advertising and marketing on youth visit The Center on Alcohol Marketing and Youth.

CBS News' 60 Minutes: Drinking Age Debate

The Debate On Lowering The Drinking Age
60 Minutes: Some Say Age Should Be Lowered To 18, But MADD And Others Strongly Disagree

February 22, 2009 (CBS) - Last fall, a group of over 100 college presidents - including the heads of Dartmouth, Virginia Tech and Duke - signed a declaration stating that the 21-year-old drinking age is not working, and fireworks went off. But the college presidents got what they wanted: a national debate about the drinking age. When the age was raised to 21 in the mid-1980s, the goal was to reduce highway fatalities. But everyone knows that the 21 age limit hasn't stopped minors from drinking.

And now some experts believe it's actually contributing to an increase in extreme drinking.

Lesley Stahl examines the debate over lowering the drinking age to 18, a controversial idea embraced by some people and roundly criticized by others.

View the CBS News video of Lesley Stahl's report here.
Read the complete CBS news story here.