ROANOKE TIMES
Copyright (c) 1996, Roanoke Times
DATE: Monday, November 11, 1996 TAG: 9611120028
SECTION: VIRGINIA PAGE: B-4 EDITION: METRO
DATELINE: WILLIAMSBURG
SOURCE: Associated Press
State Alcoholic Beverage Control stores should take hard liquor off their shelves if booze companies advertise on Virginia's television or radio stations, a state lawmaker says.
Del. George Grayson, D-Williamsburg, on Friday asked the state ABC Board to consider the ban after the nation's distilled-spirits industry's recent decision to break its decades-old ban on TV and radio advertising.
Grayson said his proposal was intended to stir debate and provide a financial incentive to liquor companies to refrain from broadcast advertising.
``My sense is that if they threaten our children, we go after their pocketbook,'' Grayson said. ``This advertising is extremely slick and extremely compelling. The last thing I want to see is more opportunity for young people to indulge in an unhealthy behavior.''
But ABC Chairwoman Anne Petera said the board was unlikely to begin banning liquor sales based on advertising decisions.
``I would not see this board taking a position to engage in punitive action in response to something that's not illegal,'' Petera said. ``I can't rule it out entirely, but to take action now would be premature.''
She said it may be ``a stretch'' to suggest that hard liquor ads would promote more drinking among Virginia youth.
``There's no evidence to suggest there's some turn among youth toward spirits,'' she said. ``The popular perception is that beer is the choice among youth.''
Beer and wine advertising has long been customary on TV.
State regulations prohibit the advertising of hard liquor on Virginia TV and radio stations. And the broadcast networks have so far declined to accept ads for hard liquor.
But lifting the voluntary national ban means ads could make their way into Virginia homes through cable networks .
The move toward ads comes six months after the Seagram Co. began defying the ban to run commercials for several of its brands in scattered media markets around the country.
Grayson said he would consider pushing for legislation in the General Assembly in January if the ABC board declines to act on his request.
LENGTH: Short : 50 linesby CNB