A plenary held at the main room of the Supreme Court has ordered Bacardi to remove all of its “White Label” billboard ads. These ads were denounced by the Association of Communication Users. Other than removing the ads, the alcoholic company will have to pay a 300 euros fine for each day that the ad removal is delayed (http://www.programapublicidad.com/2011/03/01/el-ts-condena-dos-vallas-de-publicidad-exterior-de-bacardi/).
There have been various ad campaigns against alcohol consumption with some of the following slogans: “alcohol fills up empty spaces”, “talk with your children, information is prevention”, “drink with moderation, it is your responsibility”, and, “enjoy responsible consumption”. These initiatives serve as examples of how to invigorate and promote good behavior against abusive alcoholic consumption.
The promotion of alcoholic drinks is one controversial subject matter among others within the field of advertising legislation. One thing is certain, advertising prohibition can be justified through legislation in order to protect human health and security, thereby preventing excessive consumerist behavior.
Alcohol abuse creates many more health problems than do drugs. The Spanish Government has invested more than 20 million euros for anti-drug programs, within which the fight against alcohol abuse is emphasized.
The Red Cross’ Foundation for Help Against Drug Addiction affirms that one third of adolescents spend about 90 percent of their money in alcoholic drinks. The consumption of such drinks has become a principal cause for deaths among the youth. It is estimated that 60 percent of deadly nighttime car accidents, mainly during the weekend, are due to alcohol consumption.
According to a study conducted by the University of Heidel (Germany) and Standford University (The United States), since women develop neural paralysis at a faster pace, alcohol consumption is more prevalent among women than among men.
Alcohol is probably one of the most vicious attacks that society has had to endure. Even though its consequences spread throughout all social classes, its main victims are adolescents; that delicate portion of society that represents a possible hope for a better future. (Translated by Gianna A. Sanchez-Moretti).
Author and journalist Clemente Ferrer has led a distinguished career in Spain in the fields of publicity and press relations. He is currently President of the European Institute of Marketing.