Lawsuit Charging Alcohol Ads Target Teens Tossed Out
A class-action suit that alleged alcohol producers were guilty
of encouraging underage drinking with their advertising was dismissed
by a California Superior Court. The suit, known as the Goodwin case,
was defective in many ways, according to the court.
Alcoholic beverage producers currently face similar class-action
suits in Colorado, the District of Columbia, North Carolina, and
Ohio. Any case that makes it to trial will face at least two major
- The Federal Trade Commission (FTC) has conducted four extensive
investigations recently into alcohol advertising and marketing.
The investigations have included analyses of internal company
documents and communications, product placement in cities across
the United States, data presented by alcohol activist groups,
and much more. In each case, the FTC found that alcohol ads were
directed to adults of legal age to drink.
- Research for decades conducted around the world by governments,
health agencies, and universities has consistently found that
alcohol advertising does not increase alcohol consumption and
does not cause non-drinkers to begin drinking. Such advertising
is profitable because it can influence brand preference/loyalty
and increase market share.
However, the jury disregarded the DNA evidence in the O.J. Simpson
trial and acquitted him. A jury could just as easily disregard the
scientific evidence in a case alleging the targeting of underage
If enough suits are filed a weak jury will eventually be found.
That appears to be the strategy of a number of temperance oriented
activist groups that actively promote the proliferation of such
- Levin, Myron. Lawsuit alleging beer
ads target teens is tossed out. Los Angeles Times, February