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Heineken, Smirnoff Blasted for Using James Bond to Sell Booze to Kids; Alcohol Watchdog Leads the Charge Against Alcohol Promotions With PG-13 Movies.

AScribe Health News Service, November, 2006

Byline: Marin Institute

SAN RAFAEL, Calif., Nov. 20 (AScribe Newswire) -- An alcohol industry watchdog is criticizing Heineken beer and Smirnoff vodka for using the just released James Bond movie "Casino Royale," to market alcohol to kids. Marin Institute is accusing both companies of using the PG-13 movie to promote their products to underage viewers. In response, it is launching a campaign to encourage moviegoers to complain to company execs and the federal government. Both Smirnoff and Heineken have launched worldwide marketing campaigns that include TV commercials using the movie's sets and characters.

Both the beer and spirits associations' advertising codes prohibit advertising to audiences that are 30 percent or more under the legal drinking...

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