[Congressional Record Volume 148, Number 147 (Thursday, November 14, 2002)]
[Extensions of Remarks]
[Pages E2039-E2040]
From the Congressional Record Online through the Government Publishing Office [www.gpo.gov]




 CHRISTIAN DIOR'S ``ADDICT'' CAMPAIGN MARKETS ADDICTION TO YOUNG PEOPLE

                                 ______
                                 

                            HON. JIM RAMSTAD

                              of minnesota

                    in the house of representatives

                      Thursday, November 14, 2002

  Mr. RAMSTAD. Mr. Speaker, I am extremely dismayed by the continued 
public silence by fashion design house Christian Dior to repeated 
requests from outraged citizens asking Dior to stop marketing addiction 
to our young people.
  As a grateful recovering alcoholic, I believe it is vitally important 
for us to condemn the glamorizing of addition for profit by Christian 
Dior.
  The Dior ad campaign for its new ``Addict'' line of fragrance, 
lipstick and nail polish shows a complete disregard for the millions of 
people who suffer from the disease of addiction and their families.
  Mr. Speaker, Dior's massive new ad campaign is the ultimate in 
corporate irresponsibility. Dior's abuses trivialize America's No. 1 
public health problem--alcohol and other drug addiction.
  The Dior ads portray addiction as ``bold, daring and totally sexy.'' 
Young women targeted by this ad campaign are told ``every day a new 
temptation.'' Ad copy urges them to ``follow your cravings.''
  Dior's outrageous and irresponsible ads claim that becoming an addict 
is hip, daring and sensual. Dior needs to hear there's nothing hip 
about the disease of addiction--a disease that killed 150,000 Americans 
last year.
  Mr. Speaker, there's nothing hip about a disease that afflicts 26 
million Americans, including 2.1 million teens. In Minnesota alone, 
more than 18,000 young people ages 14 to 17 are in need of treatment 
for their addiction.
  The visuals of the ``Addict'' campaign are shameful. One example from 
the internet site is something called the ``Addict Film.'' The music is 
hypnotic. The visuals pulsate with jarring quick cuts. A model, clad 
only in skimpy underwear and sweat, brushes her hair back as she leans 
forward. She's wide-eyed and anxious.
  Her finger dips into something on a shiny mirror-like surface. She 
brings her finger up beside her nose. Later she grabs a blue bottle out 
of the air and settles down with half-closed eyes and an open mouth. 
Under the music a seductive voice whispers, ``addict, addict, addict.''
  The ad asks, ``Will you admit it?''
  Mr. Speaker, Dior is part of LVMH (Louis Vuitton Moet Hennessy), a 
Fortune 500 company based in France. LVMH talks about corporate 
responsibility. Company documents say the principles of protection, 
prudence and care must be applied if the company is to ``reconcile 
economic development with the overall well-being of humanity.''
  But their own annual report says the ``Addict'' marketing visuals are 
``the perfect illustration of the possible connotations of the word 
`addict.' ''
  Mr. Speaker, they obviously don't tell the real truth of addiction. 
This ad campaign shows callous disregard for parents who have lost a 
child to addiction. It trivializes a critical public health issue and 
cheapens the hard work of recovery from addiction.

[[Page E2040]]

  Magazines like Rolling Stone, Elle and Glamour carry these ads. 
People around the country are getting samples in the mail. These ads 
are appearing in newspapers that are in the homes of families, families 
with children. Faced with a multi-million dollar ad campaign that 
glamorizes addiction, how can parents teach their children it is not 
cool to try drugs?
  Mr. Speaker, we need a tremendous public outcry against Dior's 
campaign to glamorize the disease of addiction--the same public outcry 
that would result if Dior tried to glamorize other deadly diseases like 
cancer or AIDS.
  We need to put public pressure on Dior to pull the ``Addict'' 
campaign and rename the product.
  We need to let Dior know their ``Addict'' campaign shows careless 
disregard for families who have lost a child to addiction.
  Dior needs to know they are doing great harm to parents trying to 
each their children not to use drugs or alcohol.
  Dior needs to know they are doing a tremendous disservice to people 
in recovery. Dior's marketing campaign is a slap in the face of each 
and every brave young person in recovery.
  Mr. Speaker, the frequency and intensity of these ads will increase 
as we enter the Christmas shopping season. The city Council of Detroit 
has just condemned this marketing campaign. There are diverse 
coalitions working from coast to coast to protect the health and safety 
of our children and retain the dignity of people who are doing the hard 
work of recovery.
  We must expose Dior's outrageous and irresponsible marketing 
campaign.
  Mr. Speaker, it is my hope this body will join me in condemning this 
ad campaign which attempts to glamorize addiction. Please join me in 
using our leadership to send a clear message that addiction is not 
fashionable.

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