Harvard Strikes Name, Shield From Alcohol Advertising

Harvard does not authorize the use of the University's name or images on alcoholic beverages or to promote the sale of alcohol, Provost Harvey V. Fineberg '67 said yesterday in a clarification of Harvard's trademark policy.

Under the internal policy, adopted last February, those wanting to use the Harvard name or insignia on a product must obtain permission from the Provost's office or the Office for Technology and Trademark Licensing. Fineberg said his office recently received its first requests of the fall, prompting the policy clarification, which Fineberg said he would officially release today.

An alum asked to donate a special label wine with the Harvard shield, related imagery and name for select alumni events, Fineberg said.

In the past, Harvard has produced commemorative wine to celebrate specific events, such as reunions, but Fineberg recently decided the bottles, which bear the Harvard label, conflict with the name policy.

"After consultation with colleagues and careful reflection, I have come to believe that Harvard's name or images should not be used in labeling alcoholic beverages, even when the beverage is to be served at Harvard functions as a gift," Fineberg wrote in the new alcohol policy.

The policy aims to make the use of the University's symbol consistent with the institution's educational purposes, he said.

Fineberg said he views the policy as an important reiteration of the University's position on underage drinking.

"Activities at the College and elsewhere on campus have focused on educating our students about the dangers of excessive drinking," the policy reads.

This fall, Harvard and two dozen other colleges in the Boston area drafted a plan designed to reduce alcohol abuse on their campuses.

In the new trademark policy Fineberg acknowledges that "the responsible consumption of wine and other alcoholic beverages certainly enhances the conviviality and pleasure of many dinners," but he emphasizes the importance of sending a consistent message about alcohol consumption to the Harvard community.

Dean of the College Harry R. Lewis '68 said he was not involved in drafting the policy.

"I did voice the view some time ago that Harvard's name should not be used commercially to promote the sale of alcoholic beverages," he wrote in an e-mail message.

He said he doubts the decision will have much effect on decreasing inci- dences of irresponsible drinking on campus, butthat the change makes Harvard policy moreconsistent.

"I don't think this decision in itself will beimportant to our efforts to control abuse ofalcohol by Harvard students," Lewis wrote.

"I think this simplifies matters in a helpfulway; it reduces the risk that Harvard will seem tobe in two places at once on the promotion ofalcoholic beverages."

Because the policy clarification is internal,it will have no bearing on Harvard Beer, brewed bythe Lowell Brewing Company.

University attorneys contacted the company lastsummer to express their distaste for the beer'sname

"I don't think this decision in itself will beimportant to our efforts to control abuse ofalcohol by Harvard students," Lewis wrote.

"I think this simplifies matters in a helpfulway; it reduces the risk that Harvard will seem tobe in two places at once on the promotion ofalcoholic beverages."

Because the policy clarification is internal,it will have no bearing on Harvard Beer, brewed bythe Lowell Brewing Company.

University attorneys contacted the company lastsummer to express their distaste for the beer'sname