Alcohol industry's self regulation of marketing to youth to be studied

The Federal Trade Commission plans to begin a study of the self-regulatory efforts of the alcoholic beverage industry. This will serve as the basis for the FTC’s fourth major report on the effectiveness of voluntary industry guidelines for reducing advertising and marketing to underage audiences by beer, wine, and distilled spirits manufacturers.


In response, the Center on Alcohol Marketing and Youth (CAMY) released a statement that included:

The FTC last looked at this issue in 2008. Since then, CAMY has released several reports showing the inadequacy of the industry’s current threshold for placing advertising that reaches underage audiences. Our most recent TV report found that youth exposure to alcohol advertising in that medium actually increased faster than either young adult (ages 21 to 34) or adult exposure since the adoption of the industry’s current standard. While monitoring industry’s compliance with their advertising codes is welcome, the current standards do not protect young people from overexposure to alcohol advertising.

Alcoholic energy drinks a symptom of a larger problem

In an effort to shift the conversation about the banning of alcoholic energy drinks, a Boston Globe columnist writes, ". . . Four Loko is merely an upstart outlier that is easy to pick on. The bigger issue is underage drinking and binge drinking. We remain a hypocritical nation that wags our fingers at kids not to drink but lets top beer companies target them with advertising."

While the column goes on to discuss the huge amount of alcohol ads that minors are exposed to, I would add that there are multiple factors that influence underage and binge drinking, including advertising and alcoholic beverages that are attractive to young people. Factors such as local laws and their enforcement; parental and community attitudes and actions; and opportunities for youth to play meaningful roles in their communities and to be recognized for their positive contributions.

While banning certain alcohol products and reducing alcohol advertising will reduce underage and binge drinking, there are more strategies that communities need to consider when acting to prevent youth substance abuse.

Keeping booze ads out of kids' faces

If we believe advertising works, then the Washington State Liquor Control Board is ready to make a smart move.

From "The Olympian" opinion page:

"The proposed rules eliminate such alcohol marketing from our smaller ball fields, such as where Little League teams play. Under these rules, the minimum distance these ads can be from schools, day cares, public parks, etc. is set at no less than 500 feet."

More coverage on KING5.com, "State considers curbing liquor ads"

How to regulate alcohol advertising

The Marin Institute recently released a guide for regulating alcohol advertising. The guide is meant to help policymakers draft effective state and local laws to minimize youth exposure to alcohol advertising.

It includes:
-- a section about regulating commercial speech and the first amendment;
-- a checklist for drafting laws;
-- examples of restrictions;
-- model language for current laws;
-- current laws regarding alcohol advertising;