Renewed assault on alcopops


C.S. Mott Children’s Hospital has done a poll which finds that a clear majority of US adults would like to see restrictions on the sale and marketing of flavored alcoholic beverages. Known as alcopops and malternatives, the drinks often contain spirits in the ingredients, but because of their sweet characteristics, they have a particularly strong appeal to underage drinkers.

52% of respondents said they believe that the beverage category contributes to underage drinking and almost all – 92% — think a warning should be slapped on the label of each and every one of them.

When it comes to marketing, broadcast advertising restrictions were favored by a majority, particularly on television during primetime or sporting events, and other forms of marketing were even more widely frowned upon. Here are some results:

* 59 percent support banning alcopops ads during primetime television

* 57 percent support limiting alcopops ads during televised sporting events

* 84 percent support banning alcopops ads from youth Web sites

* 80 percent support banning alcopops ads from youth magazines

* 75 percent support banning alcopops billboards from within 500 feet of a school or park

* 58 percent support prohibiting alcopops sponsoring college sporting events

RBR/TVBR observation: The key to making demographic based advertising restrictions truly effective is the availability of pinpoint accurate audience measurement. The farther along the ratings services get into the 21st Century, the better we’ll be able to deal with programs like this.