H-3472

WHEREAS, Adult citizens of this state have the right to use alcohol in a responsible manner; and

WHEREAS, Alcohol is an illegal drug for persons under twenty-one years of age; and

WHEREAS, It has been estimated that over fifty thousand students in grades six through twelve can be considered heavy drinkers and over fifty percent have tried alcohol; and

WHEREAS, Almost one-half of the deaths and almost one-quarter of the disabling injuries on our highways result from accidents involving drivers under the influence of alcohol; and

WHEREAS, As a class, young people are greatly overrepresented in the number of alcohol-related collisions, making alcohol-related accidents the leading cause of death for sixteen to twenty-four year olds in the United States; and

WHEREAS, Alcohol abuse has been linked to a wide array of family and health problems, causing much pain and suffering; and

WHEREAS, The treatment of these problems raises the cost of health care for all citizens of the state; and

WHEREAS, Approximately one hundred forty-five babies are born in Washington state each year with fetal alcohol syndrome; and

WHEREAS, Fetal alcohol syndrome is the third leading cause of mental retardation in the United States; and

WHEREAS, More than one-third of the arrests in the United States each year are related to alcohol abuse, costing taxpayers one hundred fifty million dollars a year for the arrest, trial, and jail time of these people; and

WHEREAS, Advertising has a tremendous effect on the attitudes, beliefs, social behavior, and consumer behavior of citizens of all ages, especially young persons; and

WHEREAS, It is estimated that over seventy percent of high school seniors watch some television every day; and

WHEREAS, The average primary and secondary level student spends more time watching television than doing homework; and

WHEREAS, Many advertisers have taken advantage of this eager market by explicitly or implicitly purveying the message that alcohol contributes to a person's attractiveness, athletic ability, professional ability, or social status; and

WHEREAS, Advertisers have also attempted to make alcohol appealing to young people by linking alcohol to various animated characters and mascots; and

WHEREAS, Some alcohol advertisements convey a sexist message by objectifying women;

NOW, THEREFORE, BE IT RESOLVED, By the House of Representatives of the state of Washington, the Senate concurring, that the beer and malt liquor industry is strongly encouraged to regulate itself and to adopt the same voluntary Code of Advertising Standards with regard to its advertising that has been adopted by the Wine Institute, specifically, that:

(1) Advertising should encourage the proper use of beer and malt liquor, it should not depict or describe:

(a) Consumption for the effects the alcohol content may produce;

(b) Alcohol content or extra strength unless required by law;

(d) Any suggestion that excessive drinking or loss of control is amusing;

(e) Any persons engaged in activities not normally associated with the moderate use of beer or malt liquor and a responsible life style. Association of beer or malt liquor use in conjunction with feats of daring or activities requiring unusual skill should be specifically prohibited;

(f) Beer or malt liquor in quantities inappropriate to the situation or inappropriate for moderate and responsible use; or

(g) The image of beer or malt liquor in advertising in other than an adult-oriented and socially responsible manner.

(2) Any attempt to suggest that beer or malt liquor directly contributes to success or achievement is unacceptable. Therefore, the following restrictions will apply to subscribers of this code:

(a) Beer and malt liquor shall not be presented as being essential to personal performance, social attainment, achievement, success, or wealth;

(b) The use of beer or malt liquor shall not be directly associated with social, physical, or personal problem solving;

(d) It shall not be suggested that beer or malt liquor is crucial for successful entertaining.

(3) Any advertisement which has particular appeal to persons below the legal drinking age is unacceptable. Therefore, beer and malt liquor advertising shall not:

(a) Show models and personalities in advertisements who are under the legal drinking age. Models should appear to be twenty-five years of age or older;

(b) Use music, language, gestures, or cartoon characters specifically associated with or directed toward those below the legal drinking age;

(c) Appear in children's or juvenile magazines, newspapers, television programs, radio programs, or other media specifically oriented to persons below the legal drinking age;

(d) Be presented as being related to the attainment of adulthood or associated with "rites of passage" to adulthood;

(e) Suggest that beer or malt liquor resembles or is similar to another type of beverage or product having particular appeal to persons below the legal drinking age;

(f) Use current or traditional heroes of the young such as those engaged in pastimes and occupations having a particular appeal to persons below the legal drinking age; or

(g) Use amateur or professional sports celebrities, past or present.

(4) Code subscribers shall not show motor vehicles in such a way as to suggest that they are to be operated in conjunction with beer or malt liquor use. Advertising should in no way suggest that beer or malt liquor be used in connection with driving motorized vehicles such as automobiles, motorcycles, boats, snowmobiles, or airplanes.

(5) Beer and malt liquor advertising shall not appear in or directly adjacent to television or radio programs or print media which dramatize or glamorize overconsumption or inappropriate use of alcoholic beverages.

(6) Beer and malt liquor advertising shall make no reference to the medicinal or caloric values of beer or malt liquor.

(7) Beer and malt liquor advertising shall not degrade the image or status of any ethnic, minority, or other group.

(8) Beer and malt liquor advertising shall not be directed to underage drinkers or pregnant women. Beer and malt liquor advertising shall not portray excessive drinking.

(9) Beer and malt liquor advertising shall not exploit the human form, feature provocative or enticing poses, nor be demeaning to any individual; and

BE IT FURTHER RESOLVED, That a joint select committee on alcohol advertising be established to review any progress made by the beer and malt liquor industry in its effort to self-regulate and to recommend to the legislature methods of regulating the industry, under the broad power granted the states by the twenty-first amendment to the Constitution of the United States, if self-regulation proves not to be effective; and

BE IT FURTHER RESOLVED, That the committee consist of eight members, four members each selected by the President of the Senate and the Speaker of the House of Representatives; and

BE IT FURTHER RESOLVED, That the committee report its findings and recommendations to the legislature at the regular session held in 1993.