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POPAI opposes point-of-purchase alcohol warnings.

POPAI opposes point-of-purchase alcohol warnings

The Point-of-Purchase Advertising Institute (POPAI) has announced its opposition to legislation proposed by Congressman Joseph Kennedy, which would require a warning message, up to 35 words in length, to appear on point-of-purchase advertising materials and other forms of alcohol beverage ads.

"[This bill] reaches back to the days of prohibition to once again place heavy burdens on the right to advertise a legal product," said John Kawula, POPAI president. "It's ironic that this act is titled the Sensible Advertising and Family Education Act since many alcohol companies are currently undertaking major efforts toward a sensible approach to advertising with public service announcements.

"Rather than attacking the alcohol industry, self-interest groups should focus their efforts on attacking the problem at hand," Kawula explained.

The bill (H.R. 4493) was scheduled for a hearing before the House Subcommittee on Transportation and Hazardous Materials on July 18. During the hearing, the Freedom to Advertise Coalition, which includes POPAI, lobbied its point of view.

"By definition, point-of-purchase material is found only in the immediate proximity of the product it's advertising," Kawula continued. "Since beverage containers are required to carry a health warning, a message on the P-O-P display is unnecesary."

Kawula believes that "inundating consumers with lengthy and numerous conflicting warning messages will become self-defeating" since the buyer will grow so preconditioned to seeing them, they will no longer be meaningful.
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Title Annotation:Point-of-Purchase Advertising Institute
Publication:Modern Brewery Age
Date:Jul 30, 1990
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