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Active criticizes alcohol industry’s distorting picture of women.
Andrea Lavesson, Active President, explains that “the alcohol industry objectifies girls and women in two ways: since in most countries the alcohol use of girls and women used to be lower than of men, especially girls and women have been identified as new market. Girls and women became the new target group for increasing profits. The second form of objectification can be seen in the commercials: women are displayed as sexual objects.”
In fact, to seduce girls and women to start drinking and increase their use of alcohol, the alcohol industry does not consider ethics: tapping into gender stereotypes is their strategy. Therefore they designed “diet” alcoholic beverages, developed a variety of fruit flavoured beer that soon was called “chick beer” and promote these products in connection with items, like handbags, high heels, make-up, that are highly associated with women. (Source: Active press release, 03/08/11) Comment: Not to forget that is was the protest of women, the „Suffragettes“, against the alcohol industry, which brought in several countries the right of vote to women.

While the big game itself is old news, the commercials are not: the impact of Super Bowl advertising is in full swing. And according to the more than 30,000 middle and high school students nationwide, who participated in the DrugFree Action Alliance Super Bowl Survey; while alcohol ads were widely remembered, they did not place in the top three favorites among youth, as in past surveys. (Source: Join Together, 2/12/10)