Alcohol Marketing and Advertising - 25059 Words

Alcohol Marketing and Advertising A Report to Congress September 2003 Federal Trade Commission, 2003 Timothy J. Muris Chairman Mozelle W. Thompson Commissioner Orson Swindle Commissioner Thomas B. Leary Commissioner Pamela Jones Harbour Commissioner Report Contributors Janet M. Evans, Bureau of Consumer Protection, Division of Advertising Practices Jill F. Dash, Bureau of Consumer Protection, Division of Advertising Practices Neil Blickman, Bureau of Consumer Protection, Division of Enforcement C. Lee Peeler, Deputy Director, Bureau of Consumer Protection Mary K. Engle, Associate Director, Bureau of Consumer Protection, Division of Advertising Practices Joseph Mulholland, Bureau of Economics Assistants Dawne E. Holz,†¦show more content†¦Unless care is taken, alcohol ads targeted to young legal drinkers also may appeal to those under the legal age. Because of significant constitutional issues, the Commission continues to recommend enhanced selfregulation to address concerns about alcohol advertising’s appeal to minors. In addition to self-regulation of advertising, a comprehensive alcohol policy also must address the means by which teens obtain alcohol for consumption. Younger minors obtain alcohol primarily from noncommercial sources; this social availability can be addressed by changing adult attitudes about teen use. Changes also are needed to reduce underage alcohol purchases from commercial outlets, a source of alcohol for older minors. Support is needed for the efforts of organizations that can conduct rigorous field studies of the efficacy of alternative approaches to improving enforcement of minimum age purchase laws. The Commission will continue to monitor alcohol industry self-regulation, particularly the implementation of the new placement standard requiring that adults constitute at least 70% of the audience for advertising. Additionally, the Commission will monitor the effectiveness of thirdparty review programs and will continue to evaluate new advertising programs that may have undue appeal to underage consumers. Table of Contents Executive Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . .Show MoreRelatedShould Marketers Be Responsible for the Way Their Products Are Used by Consumers?1490 Words   |  6 PagesShould marketers be responsible for the way their products are used by consumers? This is the main question of this essay, essentially focused on alcohol advertising targeting the young. 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