|Received:||11/6/2006 12:11:18 PM|
|Agency:||Federal Trade Commission|
Comments:It is extremely important to monitor the information of the beer and alcohol industries and their marketing strategies. Despite the denial of these industries to target minors (those under 21), common sense tells us they are when we see such alarming increases in youth access, youth alcohol alcohol abuse, and youth in the emergency room for alcohol poisoning. Look at the events these industries sponsor. Most of these events are open to minors, or minors are a majority of the population at the event. Just one example of this is the Woodward Elks Rodeo which has beer tents that not all of which display signs for age restrictions and up to a couple years ago had children promoting Coors by carrying the flag in the opening ceremony. Many of these places and events are starting to see alcohol brands as household names. What is the purpose of any advertisement but to make it a household name? Do we really want these industries to have household names with our children? For these reasons it is extremely important to not only monitor the advertising strategies of these industries, and to do so brand specific, but also to hold them accountible for the impact they are having on our society.