As the president of the Distilled Spirits Council, I want to make clear why the spirits industry opposes the American Medical Association policy that calls for a ban on all beer, wine and spirits advertising (“AMA urged to ease liquor stance; Distillers, some physicians push to end ad ban,” News, June 16).
A ban on advertising does not serve AMA’s stated purpose to reduce underage drinking. The preponderance of scientific, peer-reviewed research concludes that advertising has no causal impact on a youth’s decision to drink. Scientific research shows that parents and peers are the primary influence on a youth’s decision to drink. The distilled spirits industry is committed to fighting underage drinking and has spent nearly $130 million since 1991 to develop and distribute programs that give parents and educators tools to talk to youth about alcohol. In order to be most effective, we believe this is where AMA should focus its efforts.
The facts are, despite more than $15 billion of beverage alcohol advertising since 1990, U.S. per capita consumption of alcohol has declined from 2.8 gallons to 2.5 gallons in 2002. During this same period, underage drinking among 12- to 17-year-olds has dropped 47 percent. Research shows advertising helps consumers choose between brands or beverage types. There are more than 100 million adults who drink responsibly and we have a constitutionally protected right to responsibly communicate to those consumers.
