DEAL ON ANTI-DRUG ADVERTISING RAISES QUESTIONS

It turns out the federal government made a sweetheart deal with TV networks, which resulted in anti-drug messages in the scripts of some of America's favorite comedies and dramas.

Apparently, this is big news because the arrangement has been in place for awhile, and several top executives of TV networks say they weren't aware of it until they were questioned often by reporters for their own newscasts.

It's not all as bizarre as it sounds. A few years ago, Congress appropriated money to be spent on anti-drug messages. The most typical spots are those public-service announcements that crop up on the airwaves. But Congress was intent on having its anti-drug message heard, so it agreed to spend money to make sure the announcements were aired regularly and frequently.

In purchasing air time for these messages, the government locked up a lot of key commercial time slots. As the demand for air time increased from other advertisers, the networks asked the government to give up some of those slots. Some networks agreed and were told by the government they could keep the money if the networks would work anti-drug themes into the scripts of popular programming.

This seemed to work pretty well except for the fact that some key players were kept in the dark. When the questions started coming, there were second thoughts about this arrangement.

And well there should be.

It would be almost impossible to find fault with the producers, writers, directors and actors who participated, knowingly or unknowingly, in this deal. Who would carp about shows that get the point across about illegal drugs? After all, this nation has tried about every way it can to keep people, particularly youngsters, from becoming drug addicts. Just as popular TV shows set fashions and change our language, they also reach a lot of people.

The problem arises when you consider what other messages government, in its infinite wisdom, might try to distribute by way of the mass media.

Although there is little disagreement about anti-drug efforts, what if the federal government tried the same tactic to promote abortion clinics? Or national health care? Or any number of less acceptable themes that take the spotlight from time to time?

It came as a surprise to many newspapers reporting this story that the government's deal with TV networks also extends to newspapers. Some 250 newspapers are publishing anti-drug ads paid for by the federal government at discounts or with matching free ads. (In the interest of full disclosure, the Southeast Missourian publishes the anti-drug ads at its standby rate. An example of the ads will be in Thursday's paper.)

The concern rightfully is about how far government might go under arrangements like these. Keeping children away from drugs is one thing. Offering them abortions is another.