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Alcohol Companies Use New Media to Lure Young Drinkers: Report
Date:5/19/2010

West environment."

Video-sharing services such as YouTube have also become popular with alcohol marketers and consumers alike, according to the report.

A Smirnoff video promoting its alcoholic ice tea went "viral" and had 600,000 hits in just 10 days, Chester said. As of last fall, 5 million people had viewed it, Chester said.

Also popular with alcohol marketers are small mobile devices such as cell phones, which are "always with you and where people can track your every move," Chester said.

Taken together, these tools create a "rich media environment" where "people can be in the experience like they've never been before," Montgomery said.

Without a doubt, digital tools have their benefits and can be used for learning, civic engagement and more, the report authors stated.

"We're not calling for any kind of censorship, but we do think these are very serious issues that do require attention by regulators and public health professionals," Montgomery said.

In a news release issued Tuesday in response to the report, Lisa Hawkins, vice president of the Distilled Spirits Council, said that "distilled spirits companies adhere to a rigorous set of content and placement guidelines for advertising and marketing materials in all media including online and digital communications channels. The spirits industry's longstanding commitment to responsible advertising regardless of the medium has been commended by the FTC and industry watchdogs."

"In today's marketplace," she added, "online and digital communications channels are used primarily by adults (21 years of age and older) for a key source of information, which makes these platforms responsible and appropriate channels for spirits marketers."

More information

View the full report at this site.



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