(U-WIRE) LOS ANGELES — NBC plans to break a network television ban on running hard liquor commercials this weekend by airing an ad from Guinness UDV’s Smirnoff vodka during an episode of “Saturday Night Live.” We’ll drink to NBC for standing up to the unpopular idea of running these commercials in the face of other television networks’ censorship.
TV networks have an immense influence over their viewing audiences, shaping public opinion and defining the boundaries of American values. As the dominant media source in the country, they have an obligation to ensure fairness in advertising and freedom of speech. Alcohol and tobacco companies are legal businesses in the United States, and, as such, they’re entitled to the same treatment by the media as other corporations. Beer makers, for example, have been advertising on major TV networks for years without significant public backlash.
It’s understandable that some may express reservations about having tobacco and alcohol advertised on TV, but NBC is doing this in a public-friendly manner. The ads are designed for programs airing after 9 p.m., and can extend to other shows that have an audience demographic of 85 percent aged 21 and older. The hard liquor companies must also run advertisements warning of alcohol’s side-effects and dangers as a part of their contract. Also, ads making an effort to target younger, impressionable viewers will not be run by the network.
All other TV networks must follow suit with NBC and stop playing babysitter and censor with adult viewers.