Stop Hard Liquor Ads On NBC, Says National Capital Coalition to Prevent Underage Drinking

2/8/2002

From: Cynthia W. Simms of NCCPUD, 202-265-8922, ext. 12; e-mail: csimms@nlcatp.org

News Advisory:

The National Broadcasting Corporation (NBC) has dropped its 50-year voluntary ban on broadcast advertising of hard liquor. On December 14, 2001, NBC announced a multimillion-dollar advertising contract with alcoholic beverage conglomerate, Guinness-UDV (whose brands include Tanqueray gin, Johnnie Walker scotch, Smirnoff vodka and Smirnoff Ice).

The National Capital Coalition to Prevent Underage Drinking (NCCPUD) Youth Advocates are extremely disappointed in NBC's decision. Through extensive research and training, NCCPUD is aware of the subliminal messages that a teen could receive when viewing alcohol advertisements. NBC states that no alcohol will be imbibed in the advertisements; however a teen does not need to see the substance imbibed to know people drink it. NBC also claims that the time constraints on the hours when the advertisements will air begin at nine o'clock in the evening; there is a large teen viewing audience, which defeats the purpose of the time constraints. This type of exposure is threatening to impressionable youth because the advertisement manipulates them into actually believing that one will gain the wealth, beauty, success, and popularity shown in the advertisements.

On Feb. 12, from 4 to 6 p.m. at the headquarters of NBC located at 4001 Nebraska Avenue, NW, Washington, DC 20016, the NCCPUD Youth Advocates are taking a stand against NBC's decision to air liquor ads on network television. They will demonstrate their disapproval against NBC. The Youth Advocates are from the Washington Metropolitan area and attend various public and private schools.

NCCPUD's position is that the local NBC affiliate should exercise their right and responsibility to reject this network advertising; and to reinstate the voluntary ban on hard liquor advertisements.

NCCPUD is an organization funded by The Robert Wood Johnson Foundation and one of twelve coalitions throughout the United States dedicated to reducing underage drinking.