Reducing Youth Exposure to Alcohol Marketing

What kind of messages about alcohol are our youth receiving?

Percentage of Washington Youth Who Reported Drinking Within Past 30 Days Year Grade 6 Grade 8 Grade 10 Grade 12 % of Total Youth Surveyed

Holding young people solely responsible for underage drinking is like holding fish accountable for dying in a polluted stream. - Laurie Leiber, Marin Institute

Parents are a strong influence!

Parents and peers have a large impact on youth decisions to drink. However, research clearly indicates that alcohol advertising and marketing also have a significant effect by influencing youth and adult expectations and attitudes, and helping to create an environment that promotes underage drinking. -Center on Alcohol Marketing and Youth

Highly Visible to Young People High level of alcohol product placement in PG and PG-13 movies and TV shows popular with teens An analysis of nearly 300,000 alcohol ad placements on TV in 2002 found that youth saw more beer and distilled spirit ads than adults. Alcohol industry knows what they are doing!

How much do they advertise in Washington State? Source: Center on Marketing and Youth

What do alcohol messages look like in your community?

“Although the Wine & Music Festival is a 21 & over event, there will be a family area available on Saturday night. We look forward to seeing you all!” Source: Wino in Tenino web site,

Martinis for Mobius?

Did someone say six-year- old?

Poster photo courtesy of Spokane Greater Council of Substance Abuse This “Vitamin R” needs to stay in the bar, well out of reach of children.

Oktoberfest – a “family” event? FAMILY FUN!!! GREAT BEVERAGES !

Alcohol Industry Myth #1 – “What Problem, there’s no problem?”

Alcohol Industry Myth #2- “We don’t market to youth.”

“No distilled spirits advertising or marketing materials should contain advertising copy or an illustration unless it is dignified, modest, and in good taste.”

“No distilled spirits advertising or marketing materials should claim or depict sexual prowess as a result of beverage alcohol consumption.”

The truth is – Corporations are only entitled to “commercial speech” protection – lower standard than individual free speech. Governments can regulate advertising to protect public health and children. “Free Speech” -Marin Institute Alcohol Industry Myth #3- “We have a right to “Free Speech.”

Don’t believe the alcohol industry’s spin, and don’t let youth fall for it either! There is a connection between alcohol ads and youth drinking. Self-regulation does not work Free speech does not protect all marketing Network with others to get inspiration!

Remember you are influential to the youth in your life! We know because… When asked how they would like to spend more time, the most common answer was: Not relaxing with their friends Not playing sports Not hanging out at the mall Being with their family!

What can we do?

Underage alcohol use is everyone’s problem-and its solutions are everyone’s responsibility. -Rear Admiral Kenneth Moritsugu, M.D., M.P.H