Senator Feinstein Urges NBC to Reverse Decision to Air Ads
Promoting the Consumption of Hard Liquor
December 20, 2001

Washington, DC - U.S. Senator Dianne Feinstein (D-Calif.) today urged the National Broadcasting Company (NBC) to reverse its decision to air television commercials that promote the consumption of hard liquor.

In a letter to NBC Chairman and CEO Robert C. Wright, Senator Feinstein wrote: "While NBC has indicated that it does not want children to view these ads, the guidelines you have established will not prevent this from happening. In reality, millions of teenagers and children will be exposed to these ads, and by extension, encouraged to consume hard alcohol.

Mr. Wright, far too many of our youngsters are already drinking at an early age. Studies have shown that over 10 million kids in America consume alcohol illegally, beginning, on average, at age 13. I believe that we have an obligation try to create a climate in which parents and teachers can help these children make responsible choices about alcohol. NBC's decision to air these ads, however, only makes it more difficult for our children to say 'no' to underage drinking.

Therefore, I ask you to reconsider your decision and immediately prohibit the broadcasting of ads promoting the consumption of hard alcohol."

Alcohol consumption takes an enormous toll on American society. More than 15,000 Americans are killed every year in alcohol related automobile accidents, including more than 2,200 young people between the ages of 15 to 20, while thousands more are injured.

It is estimated that underage drinking costs America more than $58 billion every year in lost productivity, health care costs, and treatment costs, and leads to alcohol abuse later in life. Research by the National Institute on Alcohol Abuse and Alcoholism, for instance, indicates that young people who begin drinking before age 15 are four times more likely to develop alcohol dependence than those who begin drinking at age 21.

Senator Feinstein concluded: "Given this reality, I believe that NBC is making a mistake in helping to promote the mass marketing of hard alcohol to America's children. I hope that your network will make the responsible decision and immediately suspend these advertisements."

###