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January 7, 1948
WATERED RADIO LIQUOR AD BAN SEEN EVEN IF CAPPER DEFEATED
Apparently whether or not Senator Arthur Capper (R), years-old, of Kansas, is defeated for re-election, some kind of a curb is almost certain to be applied to newspaper, magazine and radio liquor advertising. It may even be put on during the session of Congress which has just convened and before Senator Capper’s term expires at the end of this session.
o ^ which Mr, Capper has been introducing into the
Senate for the past 20 years to bar interstate advertising of alco¬ holic beverages by press or radio was shelved last session by a Senate Interstate Commerce subcommittee and a softer measure sub¬ stituted which, however, still leaves the distillers unhappy.
^ proposed new bill would enumerate types of copy which would not be permitted to be sent over State lines', or, in tL limit¬ ed circumstances where the offense could be committed orally to be broadcast. *
The new approach, distillers say, would limit them to
publication of a business card, rob copy of its
and by making the appeal relatively unproductive render advertising almost useless. xcnuex
thnt suggested by the Interstate Commerce subcommittee
h t It IS impractical to offer the Capper measure with its outright
bat somf confidence warexpressef nr tho° enact a less stringent bill embodying^proposals
of the committee members Senators Clyde M. Reed and Edwin TnVm
L°p;bi?:"ns."IeS:[^rLor naws;:pef puSeS;
P i cans, Senator Johnson, a Democrat, is a Colorado rancher.
Hearings on the Capper Bill were held last May. ”We find” the subcommittee said in summation, "that an extensive campaign on * the psrt of ^ the liquor interests is being carried on especially through periodicals using colors in their advertising pages, un
a view of conveying the idea especially to young people that the consumption of liquor is ’smart’.”
drafts of a bill were submitted. Each would ed^fnr^m»mr Commission supervision to the surveillance practio
years by the Alcohol Tax Unit of the Treasury DepartredL; ?? overlapping which distillers say would further tend to
duariurlsdio?ioL >^“b®rtainties of
The essential part of the first draft states:
ov, TT V the case of all alcoholic beverage an advertisement
shall be deemed misleading in a material respect if in such adver¬ tisement representations are made or suggested by statement, word.
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