ALCOHOL ADVERTISING

Alcohol advertising is everywhere. There are ads when we turn on our televisions, radios and the Internet; we drive by billboards and bus placards; advertising appears on our tables in restaurants and on the shirts of the people who wait on us. Manufacturers of alcoholic beverages also sponsor concerts, festivals and athletic events, any activities in which youth participate. We also find their logos on clothing, in video games, and in children’s toys such as small racing cars. It has been estimated that before the typical youth reaches 18, s/he has seen one half million advertisements.

Featuring attractive-looking young people in social situations, alcohol ads are appealing to youth. In addition, they are placed to have maximum exposure to young people. The message they send is that drinking is okay, everyone does it and it is a great way to meet new people and have fun. Unfortunately, too many of those who soak up those messages are younger than the legal age of purchase and consumption. Many messages also encourage excessive drinking and binge drinking by depicting large quantities of alcohol, suggesting having more than one, featuring over-sized containers or suggesting drinking on any and all occasions which all of this normalizes alcohol consumption.

Problem

Research indicates that such advertising is effective in that is increases the levels of underage drinking among those who are exposed. This leased to increased drinking-related problems for the individual as well as society as a whole. The cost of such problems has been estimated to reach billions of dollars each year.

Solution

Meaningful reform of alcohol advertising standards and practices are needed. Responsible standards should be established by regulatory agencies, not the industry, and those not in compliance should face substantial monetary penalties, with the funds being diverted to projects and programs to reduce underage drinking.