Google adds liquor to advertising lineup

Last week Google announced that it would be changing its advertising policy to include hard alcohol and liquor for the first time. Beer and wine advertisements have been allowed since earlier this year, and those products are allowed to advertise sales.

There are limitations to the policy: advertisements are not allowed to directly sell alcohol, only to advertise the product. In addition, Google has promised that alcohol ads will be given a “Non-Family Safe” status—which means that as long as parental controls or a safe search filter are in place, kids shouldn’t be exposed to this advertising.

However, Google is taking a somewhat hands-off approach to this new policy. Advertisers are responsible for making sure that their ads comply with local and national laws, so it looks like Google won’t take responsibility for compliance. Google also recommends, but does not require, that alcohol advertisers follow their alcohol advertising principles. Those guidelines say that ads should:

• Always be directed to an adult audience, and never targeted to those under the age of majority in the country where the ad is shown.
• Not be placed or run in venues where more than 50% of the audience is below the age of majority (higher percentages apply in certain countries).
• Only show models and actors who are, and appear to be, over 25 years old.
• Not contain any curative or therapeutic claims except as permitted by law.
• Not contain claims or representations that individuals can attain social, professional, educational, romantic, sexual, or athletic success as a result of alcohol consumption.
• Only promote responsible drinking, and not promote excessive drinking or the intoxicating effects of alcohol consumption.

We applaud Google’s intentions but think that they should reconsider the effects of making these ads viewable by users of the #1 search engine in the US, and the potential negative effects of leaving legal compliance up to the advertisers.

(via mashable)

News Roundup

It’s been a busy couple of weeks in underage drinking prevention news, with several positive steps and a few teaching moments. Here’s a summary of recent news articles:

“Alcoholic Energy Drink to Drop Caffeine.” Edward D. Murphy, Portland Press Herald. December 19, 2008

"Dispatch: Bar loses liquor license after serving to minors.” Portland Press Herald. December 16, 2008.

“Parents of teens turn blind eye.” Seacoast Online, December 10, 2008.

"Maine's Attorney General Steven Rowe wants you to know that taking away the keys is not enough." Youth Empowerment Policy Project, December 10, 2008.

“Portland pub may lose liquor license.” David Hench, Portland Press Herald. November 28, 2008.

“Sex offender accused of buying booze for teen.” David Hench, Portland Press Herald. November 24, 2008.

Tip of the Month: Holiday Hints

Are you hosting a party this holiday season?

Here are a couple of ways you can help keep your kids safe and healthy throughout your celebrations:

• Keep track of your alcohol; know how much you have
• Offer plenty of appealing non-alcoholic options
• Be aware of telling drinking stories around youth—laughing about drinking can make alcohol seem necessary to have fun
• Remember: You're a role model for youth—your messages matter!

Youth activity! Ask youth to think about the ways the alcohol industry uses holiday-themed marketing to send unhealthy messages linking alcohol and good times.

“Free the Bowl” anti-beer ad contest for youth

The Marin Institute is offering prizes (including a MacBook and iPods) for youth age 13-20 who create ads for their Free the Bowl contest:

"Year after year, Anheuser-Busch and the National Football League hide behind weak, ineffectual Beer Institute self-regulatory guidelines to justify exposing youth to exploitive alcohol ads," said Michael Scippa, advocacy director at the Marin Institute. "Big Alcohol turns a deaf ear to our protests, so we want them to listen to compelling messages from young people who resent being targeted as new customers."

Anheuser-Busch is expected to spend up to $19 million on ads during the 2009 Super Bowl.

Deadline for contest entries is Jan. 25. The winner will be announced on Super Bowl Sunday, Feb. 1. Ads created for the contest will be posted to YouTube. For more details, see www.freethebowl.com.(via Join Together)

According to the Marin Institute, 30 million youth viewed advertising during the 2008 Superbowl--more ads for beer than anything else. Research shows that the more alcohol advertising teens see the more likely they are to drink, and drink to excess. This contest will give beer companies the message that this exploitation of youth must stop.

Opportunities, Missed

A study just out from the Journal of Adolescent Health suggests that most physicians aren’t discussing substance use with their adolescent patients. According to the study, which looked at 2,192 adolescents 12 to 17 years old who had received a physical exam within the last six months, adolescents were not asked about substance use about 70% of the time.

“The guidelines say that adolescents should have an annual visit that provides screening and guidance about high-risk health behaviors,” said lead study author Sally Adams, R.N., Ph.D. “If teens can get preventive care to avoid risky behavior, it may impact their health not only in adolescence, but also throughout their lifetime.”

(via Health Behavior News Service)

Physicians are in an excellent position to provide screening and early intervention—the best ways to avoid development of more serious problems—for their patients’ risky behaviors, making this a critical piece of any community prevention plan.

This research is especially timely for what’s going on here in Maine: the Maine Office of Substance Abuse has developed a tool to help healthcare providers address substance use in their young patients. As a complement to the OSA campaign here in Cumberland County, 21 Reasons is also developing some materials and trainings for use by pediatricians, with a tentative release date in Spring 2009.