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<tr><td><b>Comment Number: </b></td><td>526363-00022</td></tr>

<tr><td><b>Received: </b></td><td>11/7/2006 1:27:19 PM</td></tr>

<tr><td><b>Organization: </b></td><td>NDHECSAP</td></tr>

<tr><td><b>Commenter: </b></td><td>Beth Larson-Steckler</td></tr>

<tr><td><b>State: </b></td><td>ND</td></tr>

<tr><td><b>Agency: </b></td><td>Federal Trade Commission</td></tr>

<tr><td><b>Rule: </b></td><td>Alcohol Reports</td></tr>

<tr><td>No Attachments</td></tr></Table>

<hr><P><b>Comments:</b></p>As a parent, and an individual who works in the area of prevention these are my questions? Why is the rationale of 'special promotions' aimed often times at college students. For example I just returned from a meeting with college students from a town where beer was promoted with 25 cent drink specials. Another drink special was all you can drink for 10$. With the information provided by PET scans illustrating what high risk drinking can do in damage to a yet developed brain isn't this a situation where this is being encouraged? With the 53 million dollars you spend in advertising per year, why not utilize this money for other things such as our tax deficit? What is the rationale for having 'mixed messages' in adds as well as 'sex' tied to adds. For example 'drink responsibly' but showing a picture of a man drinking from a bucket. What do you see your responsibility is in the control of alcohol? As a parent I know this is not a problem that should be aimed only at advertising, it is also society at large, however what positive impacts will you have in regards to curtailing the detrimental use of alcohol? Thus far the attempts do not seem to be that strong - rather a half hearted response to public outcry. Regardless if there is advertising or not alcohol will sell - so why not do an experiment and cease of all marketing for two months and see what the outcome is. I think it would be quite interesting. Will your market go down? If it doesn't why would you need to use any marketing? Is there a specific area which would decline - for example college students and or underage youth?

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