Springfield – The rise of co-branded alcoholic beverages such as Hard Mountain Dew and Spike Sunny D has piqued the interest of children. Whether the marketing is intentional or not, Senate Majority Leader Kimberly A. Lightford is working to end this problem by restricting where certain alcohol products can be displayed and sold.
“We are taking steps to emphasize our commitment to protecting the well-being of our youth,” said Rep. Lightford (D-Maywood). “By limiting the proximity of children's products and co-branded alcoholic beverages, we aim to reduce the potential impact of alcohol-related marketing on susceptible people.”
A co-branded alcoholic beverage contains the same or similar brand name, logo, or packaging as a non-alcoholic beverage. Senate Bill 2625 would allow stores larger than 2,500 square feet (primarily stores larger than convenience stores) to co-brand soft drinks, fruit juices, bottled water, candy, or snack foods that depict cartoons or children next to each other. It is prohibited to display alcoholic beverages. A directional image.
Small establishments should not display co-branded alcoholic beverages immediately next to non-alcoholic beverages or snacks, or place clearly visible signage on co-branded beverage displays indicating that the product is alcoholic. is required.
“When kids see a brand they know and love, they're more likely to pick it up,” Lightford says. “They have no way of knowing that what is in front of them is not what they thought it was. It is our responsibility to ensure the safety and well-being of our children.”
Senate Bill 2625 passed the Senate Executive Committee on Wednesday and heads to the full Senate for further consideration.
