    [Public Papers of the Presidents of the United States: William J. Clinton (1997, Book I)]
    [April 1, 1997]
    [Pages 370-371]
    [From the U.S. Government Publishing Office www.gpo.gov]

    Letter to the Chairman of the Federal Communications Commission on the
    Advertising of Distilled Liquor
    April 1, 1997

    Dear Chairman Hundt:
        I write to ask your assistance in addressing a new and emerging
    challenge to parents struggling to raise safe, healthy children: the
    decision by manufacturers of hard liquor to advertise on television.
        For half a century, these companies voluntarily refrained from such
    advertising. They understood that advertising over the uniquely powerful
    and pervasive medium of broadcasting could reach children
    inappropriately, encouraging them to drink before it is even legal for
    them to do so. Until now, these companies have shown appropriate
    restraint. For as long as there has been television, they have known
    that a voluntary ban was right and they lived by it.
        Now, some companies have broken ranks and started placing hard
    liquor ads on TV. I was greatly disappointed by their decision. I have
    previously expressed my dismay at this action and called on the industry
    to urge all its members to return to their long-standing policy and
    stand by the ban. I am gratified to learn that, according to one survey,
    the vast majority of television stations are declining to air these
    advertisements. I applaud that stand.
        I firmly believe that we have a national obligation to act strongly
    to protect our children from threats to their health and safety. That's
    why I have fought so strongly to impose appropriate

    [[Page 371]]

    regulations on the sale and distribution of cigarettes and smokeless
    tobacco and tobacco advertising that appeals to adolescents, to ensure
    that our schools and children are safe and drug-free, and to combat
    gangs and violence afflicting our youth.
        I applaud your public remarks calling on the industry and
    broadcasters to reactivate the voluntary ban. I also commend your
    comments that the Federal Communications Commission has an obligation to
    consider any and all actions that would protect the public interest in
    the use of the public airwaves.
        I urge the Commission to take all appropriate actions to explore
    what effects might ensue in light of the decision by manufacturers of
    hard liquor to abandon their long-standing voluntary ban on television
    advertising, specifically the impact on underage drinking.
        We have made tremendous progress in recent years reducing the
    incidence of deaths due to drunk driving among our youth. We have taken
    important steps including the increase in the 1980s in the drinking age
    to 21 and the passage of zero tolerance legislation for underage
    drinking and driving. But there is more to be done. Too many of our
    young people are dying in car crashes, and too many young people are
    starting to drink at an early age, leading to alcohol and other
    substance abuse problems.
        I would appreciate your help and the help of the Commission in
    exploring the possible actions you could take to support our parents and
    children in response to the manufacturers' decision to break with the
    long and honorable tradition of not advertising on the broadcast medium.
            Sincerely,

                                                          William J. Clinton

    Note: This letter was sent to Reed E. Hundt, Chairman of the Federal
    Communications Commission. An original was not available for
    verification of the content of this letter.