Critics Say Beer Spots Exploit Loopholes

By MELANIE WARNER, New York Times, March 29, 2006

Can Social Marketing Make a Difference ?

Can a small group of people who see and respond differently to the world make a difference? Indeed, history shows it is the only thing that ever has.
Margaret Mead

Alcohol Marketing to Youth

Despite the alcohol industry's claims that it does not advertise to underage youth, young people are consistently exposed to and affected by alcohol marketing. This exposure increases underage drinking, promotes brand awareness and influences youth attitudes about drinking. Community efforts to limit alcohol advertising, especially in youth-oriented media and events, help foster an environment where youth can make choices free from alcohol industry manipulation.

Youth Drinking Rates and Problems:
A Comparison of European Countries and the United States

Alcohol-branded merchandise associated with early teen drinking
EurekAlert , March 20, 2006

Young adolescents who own t-shirts, hats and other merchandise with an alcohol brand name on it are more likely to begin drinking than kids who do not own these items, according to a study by Dartmouth Medical School researchers published in the April issue of the American Journal of Preventive Medicine.

"This study is a first look at the association between alcohol-branded merchandise and initiation of alcohol use in teens," said Dr. Auden McClure, clinical instructor in pediatrics at Dartmouth Medical School and lead author of the study. "Our research found that students who owned an alcohol-branded item were significantly more likely to have initiated alcohol use than students who did not own one," she said.

See the press release
Listen to the public radio story
Alcohol marketing and youth fact sheet

Leadership to Keep Children Alcohol Free

Adolescent Development & Alcohol Use

Patricia A. Powell, Ph.D.  NIAAA