authors seek to accomplish the same end
tioned earlier was released just as the
indirectly by enforcing limits on billboard
NBC television network was considering
advertising of alcohol and banning alco-
allowing liquor companies to run com-
hol ads "from the horizons of schools,
mercials during some of its program-
churches, and public housing centers."68
ming. Rep. Frank Wolf (R-VA) and 12
other members of Congress sent a letter
to NBC promising regulatory retaliation
In 1999 the Bureau of Alcohol, Tobacco
if the network went through with its
and Firearms approved a proposal from
plans. "We would hate to see your net-
winemakers to include "directional" health
work become the object of a public back-
statements on wine labels, which advised
lash against network hard-liquor adver-
consumers to contact their personal physi-
tising or the reason that Congress steps
cians or consult government agencies to
in to protect the public interest and pub-
learn more about recent research indicating
lic airwaves by setting up a federal regu-
the health benefits of moderate alcohol con-
latory system for network advertising,"
sumption. Two statements were allowed only
the letter said.64
after a litany of negative warnings about alco-
· After a study by the Center for Alcohol
hol use and were hardly ringing endorse-
ments. One said, "Alcoholic beverages have
Marketing to Youth criticized the alcohol
been used to enhance the enjoyment of meals
industry for targeting its advertising at
by many societies throughout human histo-
underage drinkers (including advertising
ry," and the other said, "Current evidence
on television programs that air during
suggests that moderate drinking is associat-
the school day and, in some cases, as late
as 11 p.m. or midnight),65 Sens. Mike
ed with a lower risk for coronary heart dis-
ease in some individuals."69 Allowing the new
DeWine (R-OH) and Christopher Dodd
(D-CT) issued a joint press release
labels made sense because at the time, despite
announcing their "intention to monitor
recent research touting the health benefits of
underage drinking trends and the extent
wine, polls showed that most Americans were
still unaware of them.70
to which alcohol industry advertising is
reaching underage youth." "We intend to
But in 2003, after heavy lobbying from
hold advertisers accountable," Dodd said.
anti-alcohol groups, the BATF successor
"Our families and our children in
agency in charge of alcohol, the Federal Tax
Connecticut and Ohio and all across the
and Trade Bureau, effectively negated BATF's
nation deserve better."66
1999 ruling, decreeing that directional health
· In their 1996 book Body Count, former
statements could not be included on wine
labels without additional disclaimers about
drug czar William J. Bennett, former
the negative effects of alcohol consumption.
White House aide John J. DiIulio Jr., and
The Center for Science in the Public Interest
current drug czar John P. Walters have a
hailed the ruling, writing in a press release,
section titled "Restricting Alcohol,
"Although a blanket ban on all health claims
Cutting Crime." In their proposal to limit
and health-related statements would have
the negative externalities of alcohol
Bennett, DiIulio,
been preferable, we believe the regulations
abuse, the authors advocate making
and Walters
effectively shut the door to industry efforts
"strong efforts to limit alcoholic beverage
to promote the healthfulness of drinking."71
advocate making
advertising." They write, "The alcohol
industry seems perfectly well aware of the
A 2003 poll by the Institute of Social
"strong efforts to
relationship among alcohol, disorder and
Research at the University of Michigan found
limit alcoholic
crime--and in some infamous cases, has
that 80 percent of respondents thought the
been quick to exploit it for commercial
health drawbacks of alcohol consumption
beverage
gain."67 Instead of calling for an outright
far outweighed the benefits, and 44 percent
advertising."
thought the government was doing too little
ban on billboards advertisements the
7