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Big Alcohol's Ad Blitz: The Only Thing Anyone Remembered from Super Bowl LIII

budlight puntSuper Bowl LIII may go down in history as the worst Big Game of all time. Still, in one way it met expectations: as a showcase for megabrewer AB InBev, who spent over $50 million to put branded alcohol content in front of millions of underage eyes. That marks the largest ad buy for the bigggest name in Big Alcohol, ever.

Alcohol Justice has long condemned the flood of alcohol that permeates the Big Game. Super Bowls attract an estimated 30 million underage viewers, and the close association with beer (amplified by the rise of viewers who “watch it for the ads”) normalizes consumption—even makes it seem obligatory. This is worsened by AB InBev’s cynical decision to use “ASMR,” an online, youth-oriented video trend wherein amplified whispers draw the viewer in, in its signature ad. Clearly, the time is long past for the NFL to get AB InBev out of the SuperBowl.

But while they remain there, Alcohol Justice will shout back at the TV. Watch our newest videos below. We promise there is more going on in the two minutes of footage we put together than in the entire 27 minutes the Rams had the ball.


READ MORE about AB InBev’s history of using the Super Bowl to reach children.

WATCH youth-made videos meant to Free Our Sports.

Governor Newsom: Don’t Let Your Wine Interests Trump Your Ethics

Alcohol harm advocates protesting Gov. Newsom's wine storeby Bruce Lee Livingston, Executive Director/CEO, Alcohol Justice

Alcohol prevention advocates are unsure what to expect from the new governor of California, Gavin Newsom. Newsom ran on a platform supporting a single-payer universal health care system. I served on his own Blue Ribbon Health Care Commission which eventually created a partial “universal health care” scheme in San Francisco, so I very much believe he cares for health care. Alcohol-related harm is a major expense for California, to the tune of $14.5 billion annual cost to government.

Read more ...

Stories of Alcohol Justice


Dear Friend,

We have some very encouraging stories of Alcohol Justice to tell:
  • We led a successful campaign against another 4 a.m. bar bill in California
  • We stopped two legislative attempts to introduce "powdered alcohol" in California
  • We helped pass a bill that set a very bright line between alcohol and cannabis products in California
  • We joined with a coalition of other national groups to pressure DJKahlid to stop advertising alcohol to his predominantly underage Instagram subscribers
  • We founded and support the Los Angeles Drug & Alcohol Policy Alliance (L.A.DAPA), a coalition of L.A.-based prevention, treatment and other social minded agencies advocating for safe and healthy communities by reducing drug and alcohol-related harm through public awareness and policy change
  • We founded and support the California Alcohol Policy Alliance (CAPA), a statewide coalition of over 50 diverse organizations dedicated to protecting health and safety, and preventing alcohol-related harm through statewide action

But honestly, it's not getting any easier to stop alcohol industry-backed legislation and legislators. In fact there is already another 4 a.m. bar bill we will need to fight next year.


But your end-of-the-year, tax-deductible gift will put you on the frontlines of that battle and all our other battles as grass-roots advocates for public health and safety. You will become a member of Alcohol Justice and support our efforts in 2019 to turn back the tide of Big Alcohol's negative influence in our communities.

Please join us today and be a part of next year's stories of Alcohol Justice.

Thank You & Happy Holidays!

Bruce Lee Livingston

Executive Director /CEO

Alcohol Justice



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