Skip to main content icon/video/no-internet

McCaffrey, Barry R.

Appointed by President William Clinton and confirmed by Congress in 1996, General Barry R. McCaffrey (1942–) served as director of the Office of National Drug Control Policy (ONDCP), or “drug czar,” from 1996 to 2001. McCaffrey served during a period of rapid expansion of the ONDCP's role and personally embarked on a campaign to raise the office's national profile.

Prior to McCaffrey's appointment, during the tenure of Lee P. Brown, McCaffrey's immediate predecessor as ONDCP director, President Clinton signed Executive Order (EO) 12880, which clarified and expanded the authority and responsibilities of ONDCP. Among other things, the order established an interagency working group on international counternarcotics activity, required that the ONDCP director designate a drug interdiction coordinator to ensure that resources dedicated to interdiction were sufficient and were effectively coordinated, and required ONDCP to develop and implement National Drug Control Strategy outcome measures that included long-range goals for reducing drug use and its consequences. The order also expanded ONDCP budgetary, planning, and coordination authority and instructed the director to provide budget recommendations to department heads and agencies under the National Drug Control Program by July 1 of each year and certify the adequacy of agency budget requests to implement the provisions of the annual National Drug Control Strategy. Finally, EO 12880 charged the director with coordinating efforts to monitor and evaluate the quality, administration, effectiveness, and accountability of substance abuse treatment, prevention, and education, and other demand reduction activities and to ensure adequate access to those services. This EO set the stage for McCaffrey's entry. The expanded role for the agency allowed for greatly raising the ONDCP's profile. The retired army general Clinton appointed cut a figure that effectively met administration ends while blunting criticism from the right. McCaffrey was a proponent of enforcement strategies and provided a stark contrast to Lee Brown's regime, which had stressed treatment and prevention over enforcement.

Office of National Drug Control Policy

During McCaffrey's tenure, the ONDCP director's role was further expanded by EO 13023, which expanded membership of the President's Council on Counter-Narcotics, changed its name to the President's Drug Policy Council, and officially designated the ONDCP director as the White House's lead spokesperson on drug control issues. Additionally, ONDCP's purview was further broadened by two major initiatives that were launched during McCaffrey's tenure and continue today: the National Youth Anti-Drug Campaign, which was established pursuant to the Media Campaign Act of 1998, and the Drug-Free Communities Program, which was created in response to the Drug-Free Communities Act of 1997.

The former proved to be the source of substantial controversy when it was discovered in 2000 that, as part of the campaign, ONDCP routinely offered networks millions of dollars in advertising revenue to embed anti-drug messages in programming. It was further discovered that, beginning in 1998, ONDCP began receiving advance scripts and reviewing them to assess their anti-drug message and to assign a value to them based on that message. Scripts that conveyed the desired message received substantial advertising revenues, whereas scripts that did not convey the target message did not. At least one major network executive reported changing scripts following ONDCP review in order to maximize advertising revenues from ONDCP. The matter was brought before the House Committee on Government Reform Subcommittee on Criminal Justice, Drug Policy and Human Resources in July 2000. Later that year, the FCC ruled that the networks should have acknowledged ONDCP sponsorship of the programs.

...

  • Loading...
locked icon

Sign in to access this content

Get a 30 day FREE TRIAL

  • Watch videos from a variety of sources bringing classroom topics to life
  • Read modern, diverse business cases
  • Explore hundreds of books and reference titles

Sage Recommends

We found other relevant content for you on other Sage platforms.

Loading