The Cavalier Daily, a newspaper for students at The University of Virginia, explains its editorial position for filing a lawsuit challenging the constitutionality of the Virginia Department of Alcoholic Beverage Control’s regulations on alcohol advertising. They are joined by the Virginia Tech Collegiate Times. College papers in Virginia are prohibited from advertising alcohol, presumably since the demographic is decidedly tilted toward those who are legally prevented from imbibing.
Is this a matter of free speech or one of fees and revenue? Alcohol is already a well regulated commodity and restrictions on advertising are well established in print, radio and television. Let’s consider for a moment who wins and who loses in this scenario.
I remember vividly each year arriving back on campus at my alma mater, Ball State University, to a barrage of alcohol advertising in our student paper*. In fact, one could see prominent “welcome back BSU students” signs at the local brewery’s and liquor stores. Students were regarded as a cash cow for booze purchases and the paper gladly accepted advertising revenue. Who won? The purveyors and the newspaper, but it is the student body who lost.
This isn’t to say that they had no hand in the matter. I personally contributed my (albeit small) part to the alcohol economy during college, but what is the logic of directing ads to a group that by and large is legally forbidden to purchase or consume the product? The logic, if it dare be called such, is that students will skirt the law and advertiser and newspaper alike can look the other way.
The paper offers the following defense:
By fighting for commercial speech we are defending the democratic principles of a free press and seeking to secure the paper on firmer financial ground.
Aside from the misnomer about commercial speech, their allegedly principled objection is belied by the monetary aim.
* Note: I was a columnist for the Ball State Daily News and made my disagreement with the editorial decision to accept alcohol advertising known.