Billboard, Alcohol Companies Battle Proposed Limits on Ads

By JILL LEOVY

June 6, 1998 12 AM PT

TIMES STAFF WRITER

Billboard and alcohol companies are fighting hard against City Councilman Mike Feuer’s plan to virtually eliminate alcohol and tobacco billboards from the city of Los Angeles.

In recent weeks, lobbyists and public relations representatives for big billboard and alcohol companies have been pounding the linoleum at City Hall in anticipation of a meeting on the subject Tuesday.

“There’s been a ton of lobbying,” said Feuer, who recently met with representatives of beer companies and distillers and came away unconvinced that he should alter his stance.

“I anticipate support for this,” he said.

More cities are moving to limit alcohol and cigarette advertising that is seen by children.

Feuer has proposed an ordinance for L.A. that would ban such ads, effective within 1,000 feet of schools, playgrounds, parks and--most importantly--residential areas.

It is this last provision that makes Feuer’s proposal a radical step beyond one approved by Los Angeles County last year. Because residential areas in L.A. are so ubiquitous, city officials estimated that 97% of all billboards in the city would be affected by the ban.

“I guess our concern is that there will be such restrictions that you won’t be able to advertise liquor and alcohol at all,” said Dennis Kuhl, general manager of Outdoor Systems Advertising.

“We believe in freedom of speech,” he said. “There should be restrictions, but I don’t want to go crazy.”

The billboard industry has had a voluntary ban on billboards within 500 feet of schools, churches, playgrounds and hospitals, said Tim Fox, spokesman for Outdoor Systems.

The alcohol industry has also observed a similar voluntary ban that also includes advertising within residential areas.

But what Feuer has proposed, “is a 100% ban in our ability to advertise on billboards,” said Andrew Baldonado, spokesman for Anheuser-Busch. “We take [such restrictions] very seriously. Where does this stop?”

Feuer argues that because the proposed ordinance is not an outright ban, but a limitation based on concerns about exposure to advertising by children--potential underage users--the city would be on legally solid ground.

City Council Hal Bernson, chairman of the powerful Planning and Land Use Committee, only partly agrees.

“We have to remember there may be 1st Amendment rights involved, especially with alcohol,” he said. “There may be greater ability to regulate tobacco.” Asked why, Bernson said, “Because it’s deadly.”

Bernson said he’s also concerned about hurting business and employment in the billboard industry. Fox, of Outdoor Systems, said alcohol and tobacco ads represent about 10% of the company’s sales.

Feuer has allies among the other council members, including Richard Alatorre, Cindy Miscikowski and Rita Walters.

Said Bernson: “It’s going to be a contentious issue.”