Bill limiting celebrity alcohol ads making progress

Proposed legislation also calls for requirement of label on bottle warning of the dangers involved in consuming such beverages.

By REBECCA ANNA STOIL
January 6, 2011 04:01
1 minute read.
A GROUP of teenagers decide on their beverage of c

teenagers alcohol 311. (photo credit: Ariel Jerozolimski)

 
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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.

The bill, 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.

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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 bathing suits.

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 health.”

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.

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