The rules appear to have trod a middle ground between opponents of
alcohol, who were outraged that winemakers might be able to make health
claims which would encourage people to drink, and those who argued that
winemakers had a First Amendment right to make any statements they
wanted about the health benefits of their products, so long as they
were accurate. |
The rules appear to have trod a middle ground between opponents of
alcohol, who were outraged that winemakers might be able to make health
claims which would encourage people to drink, and those who argued that
winemakers had a First Amendment right to make any statements they
wanted about the health benefits of their products, so long as they
were accurate.
"It strikes a balance between what we think is
the kind of prudent position have to take with alcohol, and the
requirements of commercial free speech," said a senior official of the
Treasury Department, which issued the rules. "We felt we would not be
able to prevent people from making truthful statements, but we can
require they put the truthful statement in context, so it is not
misleading." In 1999, the government had approved so-called directional
labels on wines, which simply directed consumers to either talk to
their doctors "about the health effects of wine consumption" or to send
for a government study on dietary guidelines.
The Treasury
Department had viewed such statements as neutral, but some saw them as
advocating wine consumption and angrily protested. The government put a
moratorium on such directional labels but the new rule allows them,
with modifications. Fearing that consumers might see such a directional
label as implying that drinking alcohol is healthy, the new rule said
such a rule would have to include a sentence like, "This statement
should not encourage you to drink or to increase your alcohol
consumption for health reasons."
Even with that added warning,
the rule pleased some in the wine idustry 'We're delighted with the
news because for centuries there has anecdotal evidence that when used
in moderation, wine has many benefits," Erich Russell, a winemaker and
founder of Rabbit Ridge Winery, said in a statement. "In the last 20
years, a growing body of rigorous scientific studies have shown health
benefits." John De Luca, Resident of the Wine Institute, praised the
decision. 'We believe science has prevailed over politics," he said.
"The wine industry believes that the American public has the right to
know, and should be muted to handle the information on the potential
health risks and benefits of alcohol consumption."
Opponents of
directional statements had argued that they would cause more harm than
good. Some noted statistics indicating that since 1991 pregnant women
have been more to dtink than before, and voiced fears that any
reference to health benefits might encourage more such drinking. |
