December 2001, NBC was to become the first broadcast network
to air hard liquor commercials. They had entered into a multi-million
dollar contract with Guiness UDV to run four months of public
service announcements about drinking before advertising a
product on NBC. Guiness makes Bailey's Irish Cream, Smirnoff
vodka, Johnny Walker scotch, Jose Cuervo tequila, Captain
Morgan rum, Crown Royal Canadian whisky and Tanqueray gin.
response to this action, NAAAPI mobilized organizations around
the country to form a national campaign. The campaign, called
"Stop Liquor Ads on NBC" includes, but is not limited
to: Center for Science in the Public Interest (CSPI), Pennsylvania
Mothers Against Drunk Driving (PA-MADD), Blacks Against Drunk
Driving (BADD), National Black Alcoholism and Addictions Council
(NBAAC), American Medical Association (AMA), American Public
Health Association (APHA), Pacific Institute on Research and
Evaluation (PIRE), Pennsylvanians Against Underage Drinking
(PAUD), National Association of EMS Physicians (NAEMSP), Partnership
for a Drug-Free Detroit (PDFD), and Community Recovery Services
groups and organizations met with and/or held rallies at local
NBC affiliates around the country to express their concern
about the ads. Members of congress, including Representatives
Frank Wolf (R-VA) and Lucille Roybal-Allard (D-Calif.) sent
a letter to NBC executives criticizing the network's actions.
On March 21, NBC announced that they would not air the hard
liquor ads as planned.
The campaign continues to work on this issue. For the latest
on what's happening, contact NAAAPI at email@example.com
or call 215-235-6488. The NAAAPI website has more detail on
the history of the advertising of hard liquor ads on television.