NBWA questions recent statements by the AMA

Modern Brewery Age, July 4, 2005

National Beer Wholesalers Association (NBWA) President David K. Rehr recently publicly challenged the American Medical Association's (AMA) decision to comment on beer adverting and related issues. Rehr questioned why AMA has chosen to comment on these issues, which he said "[are] not directly related to its stated mission."

In a letter to AMA President J. Edward Hill, M.D., Rehr wrote, "The AMA's stated mission is, 'to be an essential part of the professional life of every physician and an essential force for progress in improving the nation's health.' Whether or not you spend your members' dues dollars on initiatives directly related to the AMA mission is not my concern; however, it is disconcerting that you are attacking the beer industry without understanding the facts behind the issue."

On April 27, Rehr reported that the AMA publicly encouraged the National Collegiate Athletic Association (NCAA) to prohibit certain types of commercials that appear on their event broadcasts, specifically advertisements funded by beer companies. The AMA also funded a nationwide poll on this issue.

"Your assertion that advertising encourages underage drinking is completely unfounded," wrote Rehr. "The main purpose of advertising is not to increase consumption, but increase market share. In other words, it is an attempt to persuade adult consumers to try a different brand."

Rehr cited the 2004 Roper Youth Report, in which adolescents (ages 8-17) were asked to identify things that impact their decision to drink. In that study, advertising ranked last - after parents, teachers, best friends, television and siblings.

In a publicity release reporting the release of his letter to AMA, NBWA reported that "According to statistics provided by the U.S. Department of HHS, there are 700,000 physicians in the United States and accidental deaths caused by physicians total 120,000 per year"

Rehr stated, "It seems that there might be more pressing issues before your association than beer advertising, but if not, please understand the facts before making public statements attacking our industry."