Watchdog Update: JC Penney stops doing the alcohol industry's dirty work

Thanks to you, JC Penney shoppers didn't find new alcohol logo T-shirts for sale when they went back-to-school shopping this year. Many of you asked JC Penney to stop doing the alcohol industry's dirty work and remove alcohol-branded T-shirts from its back-to-school ads and store displays last year. Despite letters to JC Penney, and direct requests to local store managers from watchdogs like you, the company refused to remove the shirts.

This fall, local alcohol watchdogs from around the country confirmed that the national retailer has stopped helping the alcohol industry turn our teens into billboards for beer and liquor brands. It looks like JC Penny must have been listening after all.

A special thanks to our volunteer watchdogs: Robin Rieske of Vermont, Bob Pessolesi of New York, Wendy Barton of California, Pam Erickson of Oregon, and Lorrie Ross of North Carolina.

Working together, we not only changed JC Penney's ways, but stopped Big Alcohol from using the retailer to reach kids.