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| Communities Tell Big Alcohol:
“Stop Using Kids as Billboards!” |
Last Fall, many readers were surprised to find ads for alcohol-branded T-shirts in the J.C. Penney back-to-school catalog inserted into their Sunday newspaper. Most of the low priced ($9.99) shirts were described as “men's novelty tees,” but appeared on the same pages with models wearing casual fashions who appeared high school age at most. One catalog advertised Budweiser, Corona and Guinness logo T-shirts along with other “screen tees for juniors and men.”
Marin Institute community partners found similar brand-labeled clothing at Target, Sears and other stores. One mother with four children ranging in age from eight to 14 told the Post-Standard in Syracuse, New York that a sign above the local J.C. Penney display of alcohol-labeled items used slang popular among teens. “It's a very powerful way of saying…we drink to have fun,” said Emily Frank. A Post-Standard editorial the next day declared, “Kids have no business wearing this stuff.”
Direct requests to local store managers to remove this merchandise were ignored. Moving the T-shirts from the boy's or junior department to the men's department failed to address community concerns because underage youth often wear men's sizes.
Dads and Daughters, an education and advocacy organization, joined the Marin Institute in sending a joint letter of protest to a J.C. Penney Board Member who is also on the Advisory Board of Mothers Against Drunk Driving and whose daughter was previously injured in a drinking-driving crash.1 The Institute also send complaints to Anheuser-Busch, SAB Miller, Diageo, and Brown-Forman, owners of the alcohol brand logos that appeared on the T-shirts.
In response, the alcohol companies pointed fingers at their licensees (for failing to follow provisions of their licensing agreements) and retailers, including JC Penney (for marketing the shirts inappropriately). By blaming others, alcohol companies deny responsibility for the careless marketing of their brands—yet another example of “hit and run” alcohol advertising that often targets youth.
In addition to local coverage in Syracuse, New York, Anchorage, Alaska and elsewhere, the controversy drew national attention from The New York Times.2 To get your own complaints about alcohol advertising heard, use Talk Back.
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Alcohol is a leading cause of death among youth, particularly teenagers. It
contributes substantially to adolescent motor vehicle crashes,
other traumatic injuries, suicide, date rape, and family
and school problems.
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