[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

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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.