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Posted: Saturday, 02 June 2007 9:43AM
State Restricts Flavored Malt Beverage Advertising
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SPRINGFIELD, Ill. (STNG) -- Alcopops, such as Smirnoff Ice and Mike's Hard Lemonade, will no longer be able to have billboard ads within 500 feet of schools, parks, amusement parks and places of worship according to new legislation passed by the Illinois House on Thursday.
The House unanimously approved Senate Bill 1625 by a 115-0 vote. The bill, which was sponsored by Rep. Greg Harris (D-Chicago), would crack down on the liquor industry's youth-targeted marketing of "alcopops," sweet-tasting alcoholic drinks, a release from the Illinois Alcoholism and Drug Dependence Association said. Alcopops are also called flavored malt beverages.
The legislation will also prohibit alcopop sponsorship of athletic events where the intended audience is primarily young. According to a 2004 American Medical Association report, about one-third of girls and one-fifth of boys, ages 12 to 18, have tried alcopops, the release said.
"Youth, particularly young girls, report they prefer the sweet taste of alcopops over the taste of beer or hard liquor, making youth prime targets for an industry-driven alcopops marketing campaign similar to the tobacco industry's Joe Camel campaign," said Sara Moscato, CEO of the IADDA.
The bill returns to Senate and if it concurs, the legislations heads to Gov. Rod Blagojevich for approval, the release said.
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Copyright 2007 STNG Wire, The Chicago Sun-Times. All rights reserved.This material may not be published, broadcast, rewritten, or redistributed.
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