Transcript Reducing Youth Exposure to Alcohol Marketing

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
42.8
42.6
42.1
Grade 6
40
Surveyed
% of Total Youth
50
32.6
30
Grade 8
17.8
20
10
32.8
29.3
18
15.4
3.8
4.4
4.3
Grade 12
0
2002
2004
Year
Grade 10
2006
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?MarketID=819
Spokane
Alcohol Ads and Dollars
camy.org/tvtool2005/index.php?MarketID=881
Yakima/Tri-Cities
Alcohol Ads and Dollars
camy.org/tvtool2005/index.php?MarketID=
810
Year
Alcohol Ads
Alcohol Advertising
Dollars
Year
Alcohol Ads
Alcohol Advertising
Dollars
Year
Alcohol Ads
Alcohol Advertising
Dollars
2001
58,257
$642,830,876
2001
57,070
$640,195,986
2001
56,241
$640,027,053
2002
89,632
$818,646,343
2002
89,161
$815,749,592
2002
87,168
$815,471,035
2003
88,934
$721,701,962
2003
88,676
$719,462,645
2003
86,466
$719,206,085
2004
123,049
$859,425,141
2004
123,066
$858,627,703
2004
122,209
$858,549,313
2005
155,144
$915,045,083
2005
154,190
$912,786,710
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-yearold?
This “Vitamin R”
needs to stay in the
bar, well out of reach
of children.
Poster photo courtesy of Spokane Greater Council of Substance Abuse
Oktoberfest – a “family” event?
FAMILY FUN!!!
GREAT BEVERAGES
!
“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.”
“Free Speech”
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.
-Marin Institute
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