HOUSE RESOLUTION NO. 92-4721, by Representative Heavey


     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, That the House of Representatives strongly encourage the beer and malt liquor industry 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;

     (c) Excessive drinking or persons who appear to have lost control or to be inappropriately uninhibited;

     (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;

     (c) Beer and malt liquor shall not be presented as vital to social acceptability and popularity; and

     (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 copies of this resolution be immediately transmitted by the Chief Clerk of the House of Representatives to each and every brewer of beer or malt liquor sold in the state of Washington.