An Illinois lawmaker is getting lots of press for her plans to introduce legislation that would make the alcohol industry stop marketing to kids. Funny thing is, there's no evidence whatsoever that the alcohol industry actually is targeting underage drinkers.
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A 2003 report from the Federal Trade Commission, based on its investigation of alcohol ads, product placement, and even internal company marketing documents, concluded underage consumers were not being targeted by by alcohol advertising and marketing.
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State Senator Carol Ronen, a Democrat, is targeting makers of what she refers to as 'alcopops' i.e. Bacardi Silver, Smirnoff Ice, Captain Morgan Gold and Mike's Hard Lemonade, and other sweet alcoholic beverages that appeal to those wanting to enjoy the effects of alcohol without the taste -- a market segment that is hardly limited to teens.
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So-called alcopops account for less than 1% of total alcohol beverage sales in the U.S.
In addition, sales of alcopops have decreased 21% between 2002 through 2006.
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The lack of evidence against advertising and marketing doesn't appear to be stopping Senator Ronen from moving forward with her plans to keep her name in the papers.
Source: Chicago Tribune