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Too bad we don’t have as much money to spend as the advertisers

Georgetown University’s Center on Alcohol Marketing and Youth (CAMY) recently conducted a study on alcohol advertising. They unearthed some remarkable data: between 2001 and 2005 alcohol companies spent $4.9 billion on TV advertising and only $104 million on what is known as ‘responsibility’ ads – ads that discourage alcohol abuse and addiction.

Adonis Hoffman, Senior VP and counsel for the American Association of Advertising Agencies, said he felt the CAMY study was slanted. “These ads, when combined with messages from parents, schools, churches, coaches, and peers, reinforce the notion that responsible consumption is everybody’s business.”

Yes, it is everybody’s business. But those parents, schools, churches, coaches and peers don’t have $4.9 billion to invest in counteracting the effects of the advertising. And, quite frankly, when you’re talking about 14 million Americans who drink enough to meet the criteria for ‘alcohol abuse’, that might be what it takes. It certainly will take more than the $58 million taxpayers already spend to fight it.

Selling alcohol must be an interesting occupation. Really, how does it feel to make a living selling something that could cause another driver, who consumed your product, kill your kid or family the next time you go for a Sunday drive. How does it feel to know that you’re at least partially responsible for helping 14 million Americans overcome life’s barriers with something that causes brain damage?

From where I’m sitting, selling alcohol is a form of alcohol abuse in itself. Perhaps we’d start getting a handle on the problem if the manufacturers and advertisers were first in line for alcohol detox.

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