PRIME-TIME TV ENTERS BATTLE AGAINST DRUGS

Starting tonight, the federal government is doing something different to
fight illegal drug use by young people: paying to air anti-drug spots on
prime-time television. The Office of National Drug Control Policy is
launching a $195 million-a-year campaign to create and run ads on TV, radio
and movie screens, in newspapers and magazines, and on the Internet.

In the past, groups like the Partnership for a Drug-Free America depended
on donated time and space to run ads. But since 1991, TV networks have
slashed the number of public-service ads they run, shifted others to the
middle of the night and created their own public-service spots featuring
stars of series.

Congress responded by authorizing the White House to pay for ads, which
allows the anti-drug czar's office to pick which ads should run, when and
where. Some experts question whether the ads have much effect on cutting
drug use. ``These kinds of campaigns are pretty good for raising awareness,
but not very good on having an impact on the problem,'' said Lawrence
Wallach, professor of public health at the University of California-Berkeley.

Checked-by: Mike Gogulski