KLSX Airs Ads for Liqueur Over Objections of Some
Despite pleas by President Clinton and the chairman of the Federal Communications Commission to keep ads for hard liquor off television and radio, KLSX-FM (97.1) has become the first English-language broadcast outlet in Los Angeles to accept spots for a cordial.
The action comes in the wake of the distilled spirits industry’s decision to drop its 60-year self-imposed ban on such advertising.
Bob Moore, vice president and general manager of KLSX, the self-styled “Real Radio” station, said Wednesday that he agrees with those in the liquor industry who think any ban is “ridiculous. . . . Why is it OK for cable [TV], for newspapers, for magazines, for billboards” to advertise hard liquor “and not for radio? Why are we different?”
On Monday, KLSX began airing spots for Jagermeister liqueur on its high-rated “Howard Stern” morning show and other talk programs.
“The bottom line,” Moore said, “is that it’s not illegal.” Local TV stations have said they will not accept such advertising.
Ray Chavira, a member of the Los Angeles County Commission on Alcoholism, criticized the decision by KLSX as well as some Spanish-language stations that have aired ads for tequila and brandy.
“It’s counterproductive for public health and safety, with burgeoning youth groups and minority groups,” Chavira said. “It’s bad enough beer and wine advertising is allowed.”
Chavira said that many youth-related accidents, homicides and suicides involve alcohol.
Asked whether the ad might help push teenagers over the line into drinking, Moore said that 77% of KLSX’s listeners are 25- to 49-year-olds, and that only about 2% are between the ages of 12 and 18.
Moore noted that before airing the Jagermeister spots, he got approval from management at Greater Media Inc. in East Brunswick, N.J., the owner of KLSX, and that he considered the ads to be “in good taste.” He said that he has rejected ads for two other liquors, which he declined to name.
“This station prides itself on running an equal if not greater amount of public-service announcements for MADD [Mothers Against Drunk Drivers]” and other organizations, he added.
Richard Heftel, president and general manager of KLVE-FM (107.5), a Spanish music station that has been first in the local ratings for a year, said his station has aired spots for brandy “but we have drawn a line on hard liquor.”
In his first radio address after being reelected, Clinton denounced the distilled spirits industry for its decision to push liquor ads on radio and TV, saying it would harm young people. He called it “simply irresponsible.”
