In 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.

In 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 (Berkley, CA).

Community 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 info@naaapi.org or call 215-235-6488. The NAAAPI website has more detail on the history of the advertising of hard liquor ads on television.