2. Second Hand Smoke
• An estimated 46,000 deaths from
heart disease in people who are
current non-smokers
• About 3,400 nonsmoking adults die of
lung cancer as a result of breathing
SHS
• Causes asthma and asthma-related
problems in up to 1 million asthmatic
children
• Causes between 150,000 and 300,000
lower respiratory tract infections in
children under 18 months of age, and
lung infections resulting in 7,500 to
15,000 hospitalizations each year
3. Alcoholism
• “Alcohol abuse and alcoholism are estimated to have cost
the nation $117 billion in 1983, while nonalcoholic drug
abuse that year cost $60 billion.”
• Family and marital problems often start from alcoholism.
• Builds “codependency” in families
• Unstable Economy
– “Between 6 and 7 million workers are alcoholic, with an
undetermined loss of productivity, profits, and
competitiveness of American business.”
• Health care costs
– “Alcohol abuse contributes to the high health care costs of
the elderly beneficiaries of Federal health financing
programs.”
– Health care costs for families with an alcoholic member are
twice those for families without one, and up to half of all
emergency room admissions are alcohol related
4. Vulnerable Audiences:
Women
• Mythic connection
between smoking
and thinness
• Slims and Thins
• “Nearly 40% of
women who smoke,
say they do so to
maintain their
weight.”
5. Vulnerable Audiences:
Women
• Mom Time
• Even the names target:
– Mommy’s Time Out
– Mommy Juice
– Middle Sister
– Skinny Girl
• Sexual Consequences
– Alcohol is seen as making the
individual attractive to the
opposite sex
– Aphrodisiac
– “Romance Enhancer”
7. Vulnerable Audiences:
Minorsday, 2000
• Every
children and teenagers
under the age of 18
begin smoking; 1/3 of
those will eventually
die from a tobacco-
related disease.
• Cartoon Characters
• Camel No. 9 and
Fantasia
9. Vulnerable Audiences:
•
Minors
Liquor Flavors
• “Studies have shown
that among teens and
young adults, stronger
intentions to drink as
well as more frequent
drinking were related to
higher exposure to TV
and print ads for
alcohol.”
10. Vulnerable Audiences:
Minors
• Viewership Statistics:
– “Before graduating high school, students will
spend about 18,000 hours in front of the
television. During this time they will watch
about 2,000 alcohol commercials on television
each year.”
– “Youth view 45% more beer ads and 27% more
liquor ads in magazines than do people of legal
drinking age.”
– “In 2007, approximately 20% of television
alcohol advertisements were on programming
that youth ages 12 to 20 were more likely to
view than adults of legal drinking age.”
11. Vulnerable Audiences:
Low Income
• “During 1983-2002, adults
with household incomes
below the poverty level and
those with less than some
college education consistently
had higher smoking
prevalence. A comprehensive
approach to smoking
cessation that comprises
educational, economic,
clinical, and regulatory
strategies and emphasizes
reducing disparities is
required to reduce further
the prevalence of smoking” -
CDC
12. Vulnerable Audiences:
Low Income
• Minorities
– A study found that minority neighborhoods in Chicago have on
average seven times the number of billboards advertising
alcohol as do Caucasian neighborhoods.
– Another 2009 study in Chicago demonstrated that youth
attending a school with 20% or more Hispanic students were
exposed to 6.5 times more outdoor alcohol advertising than
students attending schools with less than 20% Hispanic
students.
– In a 2008 study alcohol billboards in Atlanta, Georgia were more
prevalent in neighborhoods that were 50% or more African
American --perhaps the most relevant stat IMHO
• Those addicted to cigarettes and alcohol are inherently
vulnerable--they are no longer rational consumers.
13. Stats on the Ads
• In Australia, an alcohol ban cut alcohol consumption by
a quarter and alcohol related car accidents by 30%
• In Sweden in the 1970s, a ban on alcohol advertising
resulted in a 20% decrease in the consumption of
alcohol
• Expenditures on alcohol advertising have also been
shown to parallel alcohol consumption in the United
States. Early reviews of the literature concluded that
alcohol advertising increases consumption.
• A recent RAND corporation review affirms those
conclusions, noting that early exposure to beer ads
had subsequent effects in mid-adolescent
consumption.
14. Central Hudson 4 Part
Test
Is the expression protected by the First Amendment? For speech
to come within that provision, it must concern lawful activity
and not be misleading.
Is the asserted governmental interest substantial?
Does the regulation directly advance the governmental interest
asserted?
Is the regulation more extensive than is necessary to serve that
interest?
stats on family from heartsandminds.org stats on economy from public health records-- a report by T R Burke http://www.ncbi.nlm.nih.gov/pmc/articles/PMC1478160/
