The Underagers The Underagers

Luis Aguilar Luis Aguilar Dan Kelly Dan Kelly

Jesse AuritJesse Aurit Mike Petersen Mike Petersen

Katie Cummings Bob TelfordKatie Cummings Bob Telford

Emily GnadtEmily Gnadt Linda VanVonderen Linda VanVonderen

Mike WillMike Will

AgendaAgenda

ProblemProblem

ProposalProposal

Problem Problem

– Restrictions on advertising are too strictRestrictions on advertising are too strictToo many regulations/levelsToo many regulations/levels

– Government regulationsGovernment regulations– Community regulationsCommunity regulations– Self regulationsSelf regulations

Difficult to findDifficult to find

Lack of definitionLack of definition

Effective ???Effective ???

Proposal Proposal

Decrease regulation around advertisingDecrease regulation around advertising– Keep government regulationKeep government regulation– Eliminate most of the self regulation Eliminate most of the self regulation – Communities can regulateCommunities can regulate– Include in advertising:Include in advertising:

Drinking age Drinking age

Safety regulationSafety regulation

Government regulationsGovernment regulations

Definition of AdvertisingDefinition of Advertising

MisleadingMisleading

Owner responsible for publicationOwner responsible for publication

No obscene or indecent contentNo obscene or indecent content

Potency of alcoholPotency of alcohol

Confusion of brands and taste testConfusion of brands and taste test

Current Community standardsCurrent Community standards

Limit advertising at community eventsLimit advertising at community events

Restriction of advertising locationRestriction of advertising location

Banning TV and RadioBanning TV and Radio

Current Self regulations Current Self regulations

Prohibition of use of certain charactersProhibition of use of certain characters

Product placementProduct placement

College MarketingCollege Marketing

Advertising appealsAdvertising appeals

Supporting argumentsSupporting arguments

Ineffective RegulationsIneffective Regulations

Freedom of SpeechFreedom of Speech

Effectiveness of AdvertisingEffectiveness of Advertising

Alcohol, Tobacco, and Gambling Alcohol, Tobacco, and Gambling

Common SenseCommon Sense

Ineffective RegulationsIneffective Regulations

Sports celebrities Sports celebrities

Actors must be 25 Actors must be 25

Internet entry of ageInternet entry of age

Alcohol PotencyAlcohol Potency

Side EffectsSide Effects

Health BenefitsHealth Benefits

ADSADS

Freedom Of SpeechFreedom Of Speech

““Congress shall make no law…abridging Congress shall make no law…abridging the freedom of speech, or of the press.”the freedom of speech, or of the press.”

44 Liquormart Inc. v. Rhode Island 44 Liquormart Inc. v. Rhode Island

Department of Health and Human Department of Health and Human ServicesServices

Federal Trade CommissionFederal Trade Commission

Effectiveness of AdvertisingEffectiveness of Advertising

ResearchResearch– ProblemsProblems– Correlation Correlation – Childhood exposure to alcoholChildhood exposure to alcohol– Advertising influences consumptionAdvertising influences consumption

Advertising vs. ConsumptionAdvertising vs. Consumption

Alcohol, Tobacco, & Gambling Alcohol, Tobacco, & Gambling

Tobacco restrictionsTobacco restrictions

Health impacts ofHealth impacts of– AlcoholAlcohol– TobaccoTobacco

GamblingGambling

Common SenseCommon Sense

Increase market shareIncrease market share

Appropriate broadcasting of adsAppropriate broadcasting of ads

Voluntary decision to consumeVoluntary decision to consume– Peer PressurePeer Pressure– Parental Influence Parental Influence

Influential ImpactsInfluential Impacts

010203040506070

Parents Best Friends Teachers What theysee on

television

What theysee in ads

Percent

Percent

Recommendation/Conclusion Recommendation/Conclusion

Make people accountable for their own Make people accountable for their own actionsactions

Enforce drinking ageEnforce drinking age

Increase price of alcoholIncrease price of alcohol

Continue to educate… Continue to educate… – Parental guidance Parental guidance

Any Questions?Any Questions?