<HTML><FONT FACE=arial,helvetica><HTML><FONT SIZE=2 PTSIZE=10 FAMILY="SANSSERIF" FACE="Arial" LANG="0">Phil et. al.<BR>
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Phil wrote on 7/23/05<BR>
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"In 1919 we tried to deal with a total prohibition which <BR>
turned out to be less than desirable in its consequences. Surely that <BR>
suggests that even without advertizing from 1919-1933 the consumption of <BR>
very illegal alcohol did not fall."<BR>
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"Yes we have a problem that the people in Europe do not and its not related to how much beer and wine advertizing there is."<BR>
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Ted replied on 7/24/05:<BR>
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I don't want to go off on a discussion of tobacco abuse, but the current ban on tobacco advertising on television relates to what might be considered the possible benefits of also banning all alcohol advertising on television.<BR>
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Do you think television advertising of tobacco products should be again allowed? <BR>
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If our society determined that the advertising of tobacco products in televised media resulted in too much damage to society to allow it to continue, I wonder why applying this same logic to the marketing of alcohol in televised media is so off the mark?<BR>
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The alcohol companies, just as the tobacco companies, know that if someone does not develop the habits of using their drugs before they are in their 20s, that the adult use of these drugs drops off dramatically. In other words, the customers must be snagged when they are young, or many will not become heavy users in adulthood who would have otherwise.<BR>
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Evidence to support the thesis that marketing alcohol to youth in the USA increases youth alcohol abuse, from the web site below:<BR>
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<A HREF="http://camy.org/research/statelaws0403/">http://camy.org/research/statelaws0403/</A><BR>
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The concern about alcohol marketing and underage drinking has been heightened by recent findings in the scientific research community. Studies have established that alcohol advertising exposure influences a young person’s beliefs about alcohol and his/her intention to drink.3 They also suggest that advertising may have a direct impact on youth drinking practices and drinking problems.4 These findings are bolstered by similar studies of tobacco advertising, which has been shown to influence the likelihood of young teenagers experimenting with tobacco.5 <BR>
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In response to this concern, public health advocates are increasingly urging policymakers to consider counter-advertising campaigns. State public health departments in California, Massachusetts and Florida made critical strides in reducing underage smoking rates in their states in recent years by sponsoring tobacco counter-advertising campaigns.6 Research indicates that this approach should also be used as part of a comprehensive public health strategy to reduce underage drinking.7 <BR>
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1Calculated from data from Competitive Media Reporting (CMR) and estimates made by the Federal Trade Commission in <I>Self-Regulation in the Alcohol Industry: A Review of Industry Efforts to Avoid Promoting Alcohol to Underage Consumers</I> (Washington, D.C.: FTC, 1999). <BR>
3Center on Alcohol Marketing and Youth, <I><A HREF="http://camy.org/research/files/overexposed0902.pdf">Overexposed: Youth a Target of Alcohol Advertising in Magazines</A></I></I> (Washington, D.C.: Center on Alcohol Marketing and Youth, 2002). See also Center on Alcohol Marketing and Youth, Television: Alcohol’s Vast Adland (Washington D.C.: Center on Alcohol Marketing and Youth, 2002), Available at . <BR>
3J. W. Grube, "Television alcohol portrayals, alcohol advertising and alcohol expectancies among children and adolescents," in <I>Effects of the Mass Media on the Use and Abuse of Alcohol</I>, ed. S.E. Martin and P. Mail (Bethesda: National Institute on Alcohol Abuse and Alcoholism, 2002), 105-121. <BR>
4J. Grube, "<A HREF="http://www.prev.org/prc/prc_videopresentations_grube_aasca.html">Alcohol advertising-a study of children and adolescents: preliminary results</A>," (19 Nov. 2002); H. Saffer, "Alcohol advertising and motor vehicle fatalities," <I>Review of Economics and Statistics</I>, 79: 431-442. <BR>
5See e.g. J. P. Pierce et al., "Tobacco industry promotion of cigarettes and adolescent smoking," <I>Journal of the American Medical Association</I> 279: 511-515 (1998); L.G. Pucci and M. Siegel, "Exposure to brand-specific cigarette advertising in magazines and its impact on youth smoking," <I>Preventive Medicine</I> 29: 313-320 (1999). <BR>
6See e.g. M.C. Farrelly et al, "Getting to the Truth: Evaluating National Tobacco Countermarketing Campaigns," <I>American Journal of Public Health</I> 92 (6): 901-907 (2002); L.K. Goldman and S. A. Glantz, "Evaluation of Antismoking Advertising Campaigns," <I>Journal of the American Medical Association</I> 279 (10): 772-777 (1998). <BR>
7H. Saffer, "Alcohol advertising and youth," <I>Journal of Studies on Alcohol</I> (Suppl. 14):173-181 (2002). <BR>
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