teenagers alcohol 311.
(photo credit: Ariel Jerozolimski)
A bill that attempts to reduce underage drinking by restricting the use of
celebrities advertising alcohol passed its preliminary reading Wednesday, in
spite of adamant protest by alcohol-related interest groups.
sponsored by MK Danny Danon (Likud) and cosponsored by a number of other MKs,
would mandate that advertisements for alcoholic products include only the name
of the beverage, its logo and its marketing name. The name of the producer, its
commercial logos, an image of the product and places where it can be purchased
can also be mentioned.
Celebrities under the age of 40 would be
prohibited from presenting the products for marketing purposes, as would
security personnel wearing uniforms, or individuals wearing athletic gear or
The bill was based upon current restrictions placed upon
cigarette advertisements. Also similar to cigarette advertising, Danon’s bill
would require that ads include a label on the bottles themselves, warning of the
dangers involved in consuming such beverages.
The fact that “11-year-old
children [are] drinking vodka on New Year’s Eve is a direct result of crooked
marketing attempts that portray alcohol consumption as a recipe for the good
life,” said Danon. “If only the alcohol companies would value things other than
their income, but unfortunately the legislators must get involved to place
boundaries and to warn consumers of the dangers to their
Although the bill passed Wednesday, it has powerful adversaries
in the Ministry of Industry, Trade and Labor, which is trying to exclude from
the law local boutique wineries and breweries.