4. In twenty-five states and the District of Columbia, DISCUS has joined with state and local governments for public education efforts based on the theme, "Know Your Limits."

5. DISCUS has established an Education Advisory Council to advise it on the need for sound alcohol education in the schools. It has sponsored several major projects, including the development of a major new sourcebook for educators, Learning About Alcohol.

6. DISCUS funds basic research into the causes, results, treatment, and prevention of alcohol abuse. Under the Auspices of DISCUS's Scientific Advisory Council, seeding grants have been provided for over 350 individual research projects. Current members of the Council include: Fred Ellis, Ph. D., professor of pharmacology, University of North Carolina; Leon Greenberg, Ph. D., professor emeritus of physiology, Rutgers University: Robert Malmo, Ph. D., director, Neuropsychology Laboratory, McGill University; Arthur Patek, M.D., professor of medicine emeritus, Tufts Medical College; David Pittman, Ph. D., chairman, Department of Sociology, Washington University (at St. Louis); Alfred Smith, M.D., professor of psychiatry, New York Medical College; and Jackson Smith, M.D., chairman, Department of Psychiatry, Loyola University of Chicago. Most prominent researchers in the alcohol studies field have been assisted. through this program. DISCUS has sponsored 11 independent research projects to date, as well as pledged its support of a nationwide public education program on drinking and pregnancy.

7. DISCUS supports activities of other national organizations, among them the Alcohol and Drug Problems Association (ADPA), the American Council on Alcoholism, North Conway Institute, Rutgers University Center for Alcohol Studies, National Council on Alcoholism (NCA), the National Coalition for Adequate Alcoholism Programs, the Association of Labor/Management Consultants on Alcoholism (ALMACA), the Alliance for Traffic Safety, American Association of Motor Vehicle Administrators, and National Association of Women Highway Safety Leaders.

8. DISCUS gives ongoing support for Dr. Jack Mendelson at Harvard Medical School on the development of a model course for medical schools on alcoholism diagnosis and treatment. It is kept up to date via research findings presented at the annual Harvard medical symposium, which DISCUS co-sponsors. DISCUS funds aided Dr. Mendelson in the preparation of a book summarizing the content of this course.

9. Major assistance has been provided by DISCUS to the Education Commission of the States to help disseminate the findings of its Task Force on Responsible Decisions About Drinking. A DISCUS member company funds research on the "practical application of responsible decision-making concepts" being conducted at the University of Connecticut.

10. DISCUS co-sponsored, with NCA and Rutgers, symposia on such subjects as occupational alcoholism programs, teenage drinking, the genetic factor in alcoholism, etc.

11. DISCUS works with the North Conway Institute to help stimulate activities of major religious organizations in this field.

12. Through a variety of programs, DISCUS has sought to encourage moderation for all adults through education efforts directed at

women, and, also supported the elimination of obstacles to treatment for women with drink-related problems. Other women's activities supported by DISCUS include the work of the General Federation of Women's Clubs, the National Association of Women Highway Safety Leaders, and the National Extension Homemakers Council.

13. The DISCUS Code of Good Practice builds on an already substantial base of Federal and state regulations to establish guidelines for marketing efforts that are sensitive to public feelings. Most of the Code provisions, such as the commitment to avoid use of radio, television, movie theaters, and comic books for the advertising of liquor, are aimed at reducing the exposure of children to such messages. The National Association of Broadcasters members have also, in their code, banned TV and radio advertising of liquor, but the DISCUS code predates the NAB on both counts.

The United States Brewers' Association, Inc., also supports programs designed to reduce the problems caused by use of its products. The March 1979 "Position Statement of the United States Brewers' Association, Inc., on the Problems of Alcoholism and Alcohol Misuse in American Society" summarizes these activities.

1. Brewers have instituted company programs for the detection and treatment of personnel who misuse alcohol, thereby dealing with the immediate problems of their personnel and setting an example for other companies. The United States Brewers' Association is working closely with government and the business community to expand these programs.

2. The industry has for many years funded a Medical Advisory Group, chaired by the Dean Emeritus of The Johns Hopkins University School of Medicine. The Medical Advisory Group grants research funds in response to submitted protocols and funds research projects on alcoholism and alcohol misuse.

3. The Association has published its recommended "Guidelines for Beer Advertising," which are periodically reviewed and refined. The Guidelines urge that, in addition to meeting the special legal requirements for beer advertising, brewers respect principles of candor and good taste applicable to all commercial advertising. Among basic suggestions are cautions that malt beverage advertising should

not:

suggest nor encourage overindulgence;

portray amorous activity nor include risqué material;
disparage nor denigrate competing beers; and

portray nor encourage drinking by young people.

4. The United States Brewers' Association supports the work of the Rutgers Center for Alcohol Studies.

5. The Association supports the programs of organizations such as the National Council on Alcoholism, the North Conway Institute, the National Coalition for Adequate Alcoholism Programs, and the American Council on Alcoholism.

6. The Association's field staff works with retail outlets, beer wholesalers, state liquor control agencies, and local law enforcement and licensing authorities to encourage strict observance and enforcement of all laws regulating malt beverages.

7. The Association's field staff conducts youth education programs to encourage observance of laws governing alcohol use. These "Youth

Understanding Programs" are being broadened to include point-ofsale educational materials for retailers, student and teachers' guides for classroom use, public information projects for beer wholesalers, consumer brochures for civic and other community clubs, and information for local licensing authorities and motor vehicle departments. In addition, the program now includes press releases and materials for public service newspaper advertisements. Many of these program materials are being adapted for use at military bases as well.

8. The Association's field staff works closely with area Armed Forces Disciplinary Control Boards to assure that retail outlets patronized by military personnel meet required standards.

9. The Association cooperates with state alcohol beverage administrators in their enforcement of minimum age laws.

10. The Association has commissioned a 30-month research study at Washington University in St. Louis, under the direction of Dr. David Pittman, chairman of the Sociology Department, to investigate whether there is a causal relationship between advertising and consumption.

11. The Association has pledged its cooperation with the Department of Health, Education, and Welfare and the Bureau of Alcohol, Tobacco, and Firearms in the development and implementation of an awareness campaign to alert women, and medical and other health professionals to the fetal alcohol syndrome. In conjunction with this awareness campaign on the fetal alcohol syndrome, urges the association that expectant mothers consult a physician on all health matters, including the consumption of alcoholic beverages.

12. In May 1979, the Association launched its Alcohol Awareness Program entitled "Think Twice. . . About Drinking." This is a three-phase educational awareness program directed toward the youth of the nation to encourage responsible decisions about the use or nonuse of alcoholic beverages. The National Beer Wholesalers' Association has agreed to join with USBA to carry out simultaneously the Alcohol Awareness Education Program.

The Wine Institute Code of Advertising Standards has received high praise. It reads as follows:

Guidelines: These guidelines shall apply only to the voluntary subscribers to this Code of Advertising Standards.

1. A distinguishing and unique feature of wine is that it is traditionally served with meals or immediately before or following a meal.

Therefore, when subscribers to this code use wine advertising which visually depicts a scene or setting where wine is to be served, such advertising shall include foods and show that they are available and are being used or are intended to be used.

This guideline shall not apply to the depiction of a bottle of wine, vineyard, winery, label, professional tasting, etc., where emphasis is on the product.

2. Wine advertising should encourage the proper use of wine. Therefore, subscribers to this code shall not depict or describe in their advertising:

A. The consumption of wine for the effects its alcohol content may produce.

B. Direct or indirect reference to alcohol content or extra strength, except as otherwise required by law or regulation. C. Excessive drinking or persons who appear to have lost control or to be inappropriately uninhibited.

D. Any suggestion that excessive drinking or loss of control is amusing or a proper subject for amusement.

E. Any persons engaged in activities not normally associated with the moderate use of wine and a responsible lifestyle.

Association of wine use in conjunction with feats of daring or activities requiring unusual skill is specifically prohibited.

F. Wine in quantities inappropriate to the situation or inappropriate for moderate and responsible use.

3. Advertising of wine has traditionally depicted wholesome persons enjoying their lives and illustrating the role of wine in a mature life-style.

Any attempt to suggest that wine directly contributes to success or achievement is unacceptable. Therefore, the following restrictions shall apply to subscribers to this code:

A. Wine shall not be presented as being essential to personal performance, social attainment, achievement, success, or wealth.

B. The use of wine shall not be directly associated with social, physical, or personal problem solving.

C. Wine shall not be presented as vital to social acceptability and popularity or as the key factor in such popularity. D. It shall not be suggested that wine is crucial for successful entertaining.

4. Any advertisement which has particular appeal to persons below the drinking age is unacceptable.

Therefore, wine advertising by code subscribers shall not: A. Show models and personalities in advertisements who appear to be under 25 years of age.

B. Use music, language, gestures, or cartoon characters specifically associated with or directed toward those below the legal drinking age.

C. Appear in children's or juveniles' magazines, newspapers, television programs, radio programs, or other media specifically oriented to persons below the legal drinking age. D. Be presented as being related to the attainment of adulthood or associated with "rites of passage" to adulthood. E. Suggest that a wine product resembles or is similar to another type of beverage or product (milk, soda, candy) having particular appeal to persons below the legal drinking age.

F. Use traditional heroes of the young such as those engaged in pastimes and occupations having a particular appeal to persons below the legal drinking age. (For example, cowboys, race car drivers, rock stars, etc.)

G. Use amateur or professional sports celebrities, past or present.

5. Code subscribers shall not show motor vehicles in such a way as to suggest that they are to be operated in conjunction

with wine use. Advertising should in no way suggest that wine
be used in connection with driving.

6. Wine advertising by code subscribers shall not appear in
or directly adjacent to television or radio programs or print
media which dramatize or glamorize over-consumption or in-
appropriate use of alcoholic beverages.

7. Wine advertising by code subscribers shall make no reference to wine's medicinal values.

8. Wine advertising by code subscribers shall not degrade the image or status of any ethnic, minority, or other group. 9. Wine advertising by code subscribers shall not exploit the human form, feature provocative or enticing poses, nor be demeaning to any individual.

All advertising including but not limited to direct mail, point-of-sale, outdoor displays, radio, television, and print media-should adhere to both the letter and the spirit of the above code.

The Wine Institute in cooperation with the Alcoholism Council of California has launched a pilot prevention project in 8 communities in California. With a task force of community leaders concerned with developing effective alcohol awareness programs, the industry is joining the volunteer sector in catalyzing initiatives tailored to specific local needs. This California prevention project is the response of industry and the volunteer sector to the need for education and information programs which encourage "positive personal alternatives" to the abuse of alcoholic beverages. The goal of the project is to establish volunteer task forces in each target county with the common purpose of preventing alcohol problems. This is being accomplished by motivating leaders and providing opportunity for development of action plans.

The Wine Institute has also developed an Employee Alcoholism Program, the primary objectives of which are to provide effective assistance to alcoholic employees and to provide information and education designed to prevent employee alcohol problems from developing.

These public service activities of the alcoholic beverage industry have been spelled out in some detail because the industry deserves praise for its efforts in these areas. Indeed, in part to assure such recognition of industry public service activities, Senator Riegle and Senator Orrin G. Hatch, Chairman and ranking minority member of the Alcoholism and Drug Abuse Subcommittee, recently distributed to their fellow Senators copies of the DISCUS-supported book. The Diagnosis and Treatment of Alcoholism, edited by Dr. Mendelson and Nancy K. Mello (New York: McGraw-Hill, 1979).

Against this record of public service is the strong opposition of the industry to consideration of consumer health warning labels of any kind, even concerning the fetal alcohol syndrome. C. Peter Brock, then with the Group Health Association and currently president of the Johnson Institute, raised this point in a letter to Paul Gavaghan, vice president for research and public information of the Distilled Spirits Council of the United States, Inc. Gavaghan had been quoted as saying that concern over the fetal alcohol syndrome had been

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