DISCUS

Flawed Radio Advertising Study “Blatantly Misleading”

April 1, 2003 07:00 PM
WASHINGTON, D.C. – The Distilled Spirits Council today called the latest research by the Center on Alcohol Marketing and Youth (CAMY) on radio alcohol advertising “blatantly misleading.” “Once again, CAMY is purposefully distorting the facts to drive its own agenda,” said Dr. Peter H. Cressy, President and CEO of the Distilled Spirits Council. “CAMY would have the media believe more 12 to 20 year olds hear alcohol ads than adults. Using their own numbers, they are wrong by a factor of five. In fact, CAMY’s data shows 83 percent of the radio audience that hears distilled spirits radio advertising is adult.” CAMY’s press release says more underage than adults hear the ads -- “that is blatant distortion and is designed to confuse the media with false headlines. They ought to be ashamed,” Cressy added. “The distilled spirits industry takes it commitment to responsible advertising very seriously,” said Cressy. “It is unfortunate that these advocacy groups continue to propagate junk science rather than focus on effective solutions to combat underage drinking.” Cressy, a former university chancellor, stressed that the distilled spirits industry does not want underage drinkers or alcohol abusers as customers. He pointed to the efforts of The Century Council, the distilled spirits industry’s not-for-profit organization which has spent more than $120 million over the last 12 years on community programs to reduce illegal, underage drinking. He stated the distillers are committed to responsible advertising and are proud of their longstanding track record of effective self-regulation. Since 1934, the distillers have voluntarily abided by a Code of Good Practice to ensure that spirits advertising is responsible and directed to adults. As the table below -- derived from CAMY's own data -- shows a minimum of 83% of beverage alcohol radio advertisements are heard by adults. CONTACT: Frank Coleman or Lisa Hawkins Telephone: (202) 682-8840 SCROLLER Publication Name: Publication Author:
 

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