State Alcohol Advertising Laws: Current Status and Model Policies

Publication Date:

Publisher: Center on Alcohol Marketing and Youth

Author(s): Center on Alcohol Marketing and Youth

Research Area: Health

Type: Report

Abstract:

The Center on Alcohol Marketing and Youth (CAMY) at Georgetown University commissioned the Legal and Enforcement Policy Analysis Division of the Pacific Institute for Research and Evaluation to examine potential state regulatory strategies regarding alcohol media advertising. This report represents the first nationwide examination, state by state, of the existing tools state officials have at their disposal to reduce youth exposure to alcohol advertising and marketing. Each state's current law is rated in 12 regulatory categories. The ratings are based on a defined set of "best practice" elements developed by the Pacific Institute and represent a review of state statutes and regulations, not the implementation or enforcement of these regulations. Currently, Alcoholic Beverage Control (ABC) state agencies can enact regulations, investigate potential violations and impose administrative sanctions. This report is an initial step to exploring the potential role of ABC agencies in regulating alcohol advertising. Proposed regulation should specifically address the dramatic shift in alcohol advertising strategy to branding; a process where advertisers establish an emotional connection between a brand and a target audience.