FCC Passing the Buck on TV Liquor Ads

Louie and Frank, Budweiser’s animated lizards, have joined the Bud-weis-er frogs on your living room television. If the Federal Communications Commission continues to look the other way on the effects of liquor advertising on children, it won’t be long before Noah’s Ark and Jurassic Park advertise booze. As the dog Spuds MacKenzie moved on, the Seagram’s graduating dogs have moved in as liquor barons bombard the airwaves to promote liquor with ads that appeal to kids.

In November 1996, the Distilled Spirits Council of the United States ended its 60-year voluntary policy not to air TV and radio liquor ads. In California, Seagram’s and Jagermeister were first to place ads on TV sports channels, MTV and local KLSX and KRLA sports radio. Ads for Seagram’s Scotch, whiskey and gin appear on up to 50 TV and radio stations in the United States with one of the highest numbers of ads in California.

The outpouring of concern followed with over 240 groups, including children’s advocacy organizations, consumer groups and local residents calling for an FCC investigation on how the flood of liquor advertisements on TV and radio affects children. Joining the inquiry are the National PTA, California Council on Alcohol Policy, Central Orange County Communities in Prevention, North O.C. YMCA Communities in Prevention, O.C. Alcohol, Tobacco, and Other Drug (ATOD) Policy Council, North O.C. ATOD Regional Advisory Board, the Placentia ATOD Coalition, President Clinton, U.S. Atty. Gen. Janet Reno and 13 state attorneys general (not including California Atty. Gen. Dan Lungren, who was encouraged to support the investigation).

Radio and TV are the strongest media for kids, and alcohol advertising further encourages use and promotes availability. A 1994 study of fifth- and sixth-graders found TV beer advertising was related to positive feelings about drinking and to an intention to drink beer. Another recent study found a positive correlation between exposure to beer and wine commercials and youth drinking. Today’s children recognize Bud frogs on TV commercials more than Power Rangers and Bugs Bunny. A recent national poll found 69% of American adults support a federal government investigation.

Liquor consumption and sales in the United States are down; thus the industry is begging for every penny. Beer and wine industries poured $700 million into broadcast advertising in 1995. Alcohol industry researchers say “brand awareness in childhood can be the basis for product preference later in life,” thus chances of hard liquor ads with a 60-year-old man sipping scotch are slim.

If children’s advocates and prevention groups can’t keep alcohol barons from advertising to kids, the government must step in. The FCC has the authority to regulate advertising with power given by Congress. In 1995, the courts upheld the FCC’s actions to protect youth from harmful programming and in 1996 protected children from Anheuser-Busch beer advertising. MTV has aired ads for hard liquor despite a majority of viewers under age 21. However, local ABC, NBC and Fox networks said they would uphold the ban on liquor ads. Orange County News has not said it will enforce the ban and should follow the networks.

In July, two commissioners blocked the FCC inquiry. They asked the Federal Trade Commission to investigate, saying that the FCC efforts would be a waste of time; that it’s some other agency’s or Congress’ business; that it would violate the rights of liquor marketers and broadcasters; and that the FCC is powerless.

Nothing is further from the truth.

This inquiry would protect the health and rights of our children. The liquor industry is falsely claiming an inquiry would violate its First Amendment rights. What could be more important to broadcasters’ public interest responsibilities and time than protecting kids?

The FCC has a duty to determine if broadcasters meet the public interest, and anything less is a disservice. Liquor marketers won the FCC vote and bought time to push their ads on TV and radio. The commission should be held accountable for not acting in the public interest, passing the buck to the FTC, and treading in shallow water as America’s children swim in liquor advertising on TV and radio.