Marin Institute Publishes New Guide For Regulating Alcohol Advertising

Critical Tool for Advocates and Policymakers to Protect Youth

From Marin Institute - Marin Institute, the alcohol industry watchdog, today released the country’s first guide to restricting out-of-home (OOH) alcohol advertising. The guide will help policymakers draft effective state and local laws to minimize youth exposure to ubiquitous alcohol advertising in the 21st Century.

“Decades of research and common sense tell us that the more often youth are exposed to alcohol ads, the more likely they are to drink,” stated Marin Institute’s Research and Policy Director Michele Simon. “Marin Institute’s new guide offers new tools to local and state advocates and lawmakers to enact legally-defensible policies to protect youth from harmful messages that lead to problem drinking.”

Out-of-home advertising encompasses traditional billboards, ads plastered on public transit vehicles, buildings and “street furniture” such as newspaper stands and kiosks, as well as new high-tech options like video display terminals, digital billboards, and ambient advertising. Spending on such advertising venues grew to over $8 billion dollars in 2008, with the alcohol industry being one of the largest purchasers.

To read the complete press release and to download a copy of the guide click here.

States Looking at Alcohol in a New Light

From Marin Institute - Legislative bodies in numerous states have introduced bills regarding alcohol advertising, alcopops, and/or taxes on alcoholic beverages. Also, a few governors have included alcohol taxes in recent state budget proposals.

To find out more or to take action on important issues related to alcohol click here to visit the Marin Institute's website.

Current information for California can be found by visiting the California State Legislature's website.

Study: Alcohol Images Increase Consumption

"Money, not morality, is the principle of commerce and commercial nations." -Thomas Jefferson

From Marin Institute - There have been numerous studies evaluating the media’s influence and portrayal of alcoholic beverages. But until now, there has never been research conducted on whether alcohol in commercials, television or the movies have an actual effect on drinking behavior.

A new study published in Oxford Journals: Alcohol and Alcoholism shows that alcohol images directly influence drinking. Participants of the study increased alcohol consumption when watching films and commercials featuring alcohol.

The study’s findings are timely, considering Absolut Vodka’s recent ad which ran during the Grammy Awards, reaching a primetime audience of underage youth. Paris-based, global alcohol giant Pernod Ricard was the first to disregarded the long-established voluntary liquor ad ban on U.S. TV.

The Center on Alcohol Marketing and Youth (CAMY) maintains an up-to-date gallery of print and television alcohol advertising. To view the gallery click here.

To view CAMY's recent report "Youth Exposure to Alcohol Advertising on Television, 2001 to 2007" click here.

Absolut Responsibility: Vodka Company Promoting Moderation

Just weeks after debuting television advertising during the Grammy Awards, Absolout Vodka is unveiling their "Recognize the Moment" campaign to promote responsible drinking.

From the New York Times - Advertising about drinking responsibly has been appearing for decades. One notable effort — “Know when to say when” — was introduced by Anheuser-Busch in 1982, when the economy was mired in recession.

Responsibility campaigns are considered an effective counterweight to activists who seek to limit or ban advertising for beer, wine and liquor. Now, a best-selling vodka brand is significantly increasing the digital presence of its moderation messages by devoting a section of its Web site to helping drinkers “enjoy with Absolut responsibility.” The moderation messages for Absolut are expected to go live Monday.

For the complete story in the New York Times click here.

To learn more about Absolut's responsibility campaign "Recognizing the Moment" visit their website here.

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.