Post on 11-Jan-2016
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
3.8 4.4 4.3
17.8 1815.4
29.332.6 32.8
42.8 42.6 42.1
0
10
20
30
40
50
2002 2004 2006
Year
Grade 6
Grade 8
Grade 10
Grade 12
% o
f T
ota
l Y
ou
th
Su
rve
ye
d
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 12-20 saw more beer and distilled spirit ads than adults.
• Alcohol industry knows what they are doing!
How much do they advertise in Washington State?
Alcohol Advertising on Television 2001- 2005: Local Markets
Seattle- Tacoma Alcohol Ads and Dollars camy.org/ tvtool2005/ index.php?MarketI D=819
Spokane Alcohol Ads and Dollars camy.org/ tvtool2005/ index.php?MarketI D=881
Yakima/Tri- Cities Alcohol Ads and Dollars camy.org/ tvtool2005/ index.php?MarketI D=810
Year Alcohol Ads Alcohol Advertising Dollars
2001 58,257 $642,830,876
2002 89,632 $818,646,343
2003 88,934 $721,701,962
2004 123,049 $859,425,141
2005 155,144 $915,045,083
Year Alcohol Ads Alcohol Advertising Dollars
2001 57,070 $640,195,986
2002 89,161 $815,749,592
2003 88,676 $719,462,645
2004 123,066 $858,627,703
2005 154,190 $912,786,710
Year Alcohol Ads Alcohol Advertising Dollars
2001 56,241 $640,027,053
2002 87,168 $815,471,035
2003 86,466 $719,206,085
2004 122,209 $858,549,313
2005 153,525 $912,680,867
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, http://www.teninowineandmusicfestival.com/tickets.htm
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 toprotect 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