MADD's New Code for Alcohol Advertising

ALCOHOL April 1995

In the Jan. 1995 issue of NewsBriefs, we reported that Mothers Against Drunk Driving (MADD) was drafting an advertising code for the alcohol industry ("MADD Takes on Alcohol Ads," NewsBriefs, Jan. 1995, p. 12).

The MADD board of directors adopted the following code in Oct. 1994:

1. Beverage alcohol advertising should not:
   

   a. portray or encourage drinking by individuals under the age of 21;
   

   b. use celebrities, music stars, athletes, animals, cartoon characters or other language or images that have special appeal to youth;
   

   c. depict sports, rock concerts, or other events with strong appeal to youth; or
   

   d. target spring break activities or cultural, sporting, or marketing events where it can be anticipated that a majority of the audience will be made up of people under age 21.
   

2. Beverage alcohol advertising should not include the licensing of youth-oriented clothing or toys that feature alcohol brand names, logos, or trade characters.
   
3. Beverage alcohol advertising should not portray or encourage drinking by pregnant women or women who are seeking to become pregnant.
   
4. Beverage alcohol advertising should not model, suggest, or otherwise encourage heavy consumption.
   
5. Beverage alcohol advertising should not portray or encourage drinking by alcoholics or other groups particularly vulnerable to alcohol abuse.
   
6. Beverage alcohol advertising should not state or imply that any level of alcohol consumption is risk-free or safe.
   
7. Beverage alcohol advertising should not associate alcohol consumption with high-risk activities or with situations that require alertness.
   
8. Beverage alcohol advertising should not depict revelry or hint at the possibility of inebriation.
   
9. Beverage alcohol advertising should not portray drinking as a means to achieve popularity or social acceptance, sexual appeal, or social or financial status.
   
10. Beverage alcohol advertising should not portray drinking in association with sexual passion, promiscuity, or any other amorous activity as a consequence of or in association with alcohol consumption.
     

[For more information about the MADD advertising code, contact Brandy Anderson at MADD, 511 E. John Carpenter Freeway, Suite 700, Irving, Texas, 75062-8187, 214-869-2206.]