Heineken Takes Over the NYC MTA

Who, besides me, thinks it’s weird to see Heineken ads on the turnstiles at the MTA? Check out the 1-2-3 station at 7th Avenue and West 14th Street in Manhattan. I think it’s part of a promotional push by Heineken for the new James Bond movie, Skyfall. Heineken reputedly paid many millions of dollars to have Bond drink their beer in the film. Last month, Heineken celebrated their Bond partnership with a party at the New York Transit Museum in Brooklyn. But that party was private. The turnstile is not.

Advertise Responsibly?

I’m no Carrie Nation, but is this necessary? Research shows that alcohol advertisements promote underage drinking. The American Academy of Family Practice published a position paper against it. The subway is full of kids.

For products that are addictive, such as cigarettes, alcohol, and even candy, advertising cues may induce cravings. A abstinent alcoholic exposed to visual cues will experience physiological changes like increased salvation that characterize the urge to drink.

I know the MTA has financial issues and a fare hike is in the works, and Heineken’s money is nice and green, but this is too much blood on the tracks for me.

Your thoughts: Heineken ads at the turnstile. Good idea or not?

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