June 2005

Alcohol Advertising and Youth Consumption

Although scientific research dates back several decades, the question as to whether alcohol advertising actually impacts the level and patterns of consumption among youth is still a debatable topic [PDF].

The World Health Organization attempts to end this debate as researchers recently studied "the cumulative influence of alcohol advertising in shaping young people’s perceptions of alcohol and drinking norms" (Babor et al, 2003). These researchers found that alcohol advertising actually promotes and reinforces the false perception that drinking is positive, glamorous and relatively risk-free. Their studies concluded that alcohol advertising "predisposes minors to drinking well before the legal age of purchase." The repeated exposure to high levels of alcohol promotion "inculcates pro-drinking attitudes and increases the likelihood of heavier drinking" (Babor et al., 2003).

J. Mintz examined this issue, when in 1984 concluded "Alcohol advertisers ‘prime’ young people for a drinking lifestyle before they even reach the legal drinking age." Twenty years later this still seems true. Research clearly indicates that alcohol advertising and marketing still have a significant impact (on youth decisions to drink) by influencing the attitudes of parents and peers and helping to create an environment that promotes underage drinking (Alcohol Advertising and Youth, CAMY, 2005). Diane McKenzie (2000) adds in her paper, "Under the Influence? The Impact of Alcohol Advertising on Youth" that "Alcohol ads pre-program certain young people to drink, recruit new drinkers, increase consumption among existing drinkers and make it difficult for problem drinkers to abstain."

The brewers seem to argue differently. For example, Jeff Newton, Director of Public Affairs for Labatt Breweries Ontario (2000) says that Labatt’s adheres to the advertising guidelines while submitting their ads to careful scrutiny, because "it’s not in our commercial interest to market our product irresponsibly, and have our brand fall into disrepute." Newton goes on to add, "We want to encourage people who drink to buy our brand – today – and that means those who are of legal drinking age now."

A noble mandate indeed. Interesting however that the U.S.-based Center for Alcohol Marketing and Youth (CAMY) have repeatedly shown that alcohol companies target young drinkers by using youth attractive techniques within their ads and placing these ads where youth are sure to see them. "The findings regarding alcohol advertising to children are a wake-up call, putting into the hands of parents and policymakers what the industry has known all along," states Dr. David Jernigan, Research Director at the Center on Alcohol Marketing and Youth. "Alcohol ads are being put where our children will see them. Now it is up to us to protect our children by holding the industry accountable." (Out of Control: Alcohol Advertising Taking Aim at America’s Youth, CAMY, 2003).

In the end, the simple question to answer is "why would alcohol producers spend such large amounts on advertising if they felt it was ineffective in recruiting new drinkers?" Novak (2004) [PDF] answers this query by stating "The alcoholic beverage industry invokes the defense that there is not a link between marketing spending and consumption patterns. This is ridiculous." Novak concludes "What is clear is that alcohol manufacturers would not continue to invest substantial resources and capital into their marketing strategies if they did not view it as necessary for increasing their margins."

The Alcohol Education Projects of OPHA and Parent Action on Drugs are co-hosting a ‘by invitation only’ conference on "Alcohol Advertising and Youth Consumption" on June 26-28. Learnings from this conference will be summarized in a teleconference education session soon after. Stay tuned to the APOLNET Listserv for details.

Let’s Take Action on Alcohol Sponsorship

"The acceptance of funding from the alcohol industry, which most often requires the visible promotion of products produced or distributed by the company in question, comes with potentially serious consequences that should cause organizations to proceed with caution…"
- Let's Take Action on Alcohol Sponsorship, 2005

An alcohol sponsorship policy is a set of rules and guidelines that a group can adopt to make appropriate choices about the acceptance of funding or in-kind contributions from the alcohol industry. An alcohol sponsorship policy is important for any group or organization contemplating sponsorship agreements with alcohol producers or distributors.

Before entering an agreement, it may be wise to note that:

• Alcohol promotion at concerts, community festivals or sporting events may send the message that alcohol consumption is necessary to enjoy these events.
• Organizers are liable for alcohol-related problems occurring at their events.
• The advertising of alcohol products emanating from sponsorship campaigns may contribute to the incidence of alcohol-related problems and deter organizations from supporting policies to reduce alcohol-related harm.
• Sponsorship agreements are legal contracts that may come with significant resource requirements.

Effective policies do not happen by chance; they are developed through a careful assessment of possible policy components weighed against the mandate and culture of your organization and the events or circumstances where the policy will be implemented. Let's Take Action on Alcohol Sponsorship [PDF] provides a step-by-step process for the development of policies that set guidelines for the sponsorship of workplace, school or community events by the alcohol industry. The guide offers a range of practical tips and suggestions, highlighting many of the challenges and issues that organizations encounter in their efforts to develop and implement alcohol sponsorship policies.

The Let's Take Action series of booklets is available in PDF form free of charge on the APN website. Printed copies are $15 each, including shipping and handling, can be ordered using our order form [PDF]. For more information, please contact us.