• Ad Age, Wednesday, May 17, 2006 12 PM

The group that was primarily responsible for changing the rules governing tobacco advertising and an enormous, multibillion-dollar lawsuit settlement against tobacco marketers is now turning its attention to alcohol advertising. This week 20 states attorneys general asked the Federal Trade Commission to limit alcohol ads to media in which only 15 percent of the audience is aged 12 to 20. The current code limits ads to media in which no more than 30 percent of the audience is under 21, but the group says that doesn't do the job. "Right now it's just an industry standard," said Maine Attorney General G. Steven Rowe, who is co-chairman of the National Association of Attorney Generals Youth Access to Alcohol Committee. "We believe the current standard overexposes youth to alcohol advertising. Why do kids drink? Part of the reason is marketing practices of the alcohol industry. We know there is a causal connection between marketing and young people drinking." A 15 percent standard could have potentially far-reaching effects on alcohol advertising, sharply limiting its access to sports programming. It could also affect radio and Internet ads as well as some magazines.

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