NCAA’s alcohol advertising policy “flimsy”

The Center for Science in the Public Interest has called for the National Collegiate Athletic Association (NCAA) to further restrict its alcohol advertising policy. The nonprofit compared advertising shown during the NCAA’s “Final Four” games and advertising shown during the Bowl Championship Series (BCS). The results demonstrated that

"a higher percentage of beer ads appeared during the 2008 NCAA “Final Four” than during the 2009 BCS games. We found that 12% of all ads aired during the three NCAA “Final Four” games promoted beer, and beer represented the 2^nd most advertised product category. In contrast, only 6% of all BCS game ads we monitored promoted beer, which was the 7^th most-advertised product category."

Sports events are some of the most closely youth-watched television, and present an important opportunity for sports figures to role model for youth. “Collaborating with beer marketers and broadcasters to push beer consumption,” says NCIS, “undermines any prevention messages and demeans the missions of higher education and college athletics.” In addition, research has linked teens’ exposure to alcohol advertising with more frequent and heavier drinking.

More than 1/3 of NCAA member schools have signed a pledge to eliminate alcohol advertising from college sports. Doing so would help to create a safe, positive, alcohol-free environment for youth and college students on the screen and in the stadium.

(via JT Direct)

Retailer density linked to adolescent binge drinking

A new study published online this month in the American Journal of Public Health suggests that binge drinking and drinking and driving among 12-17 year olds is “significantly associated with the presence of alcohol retailers” within a half mile of their home.

"Our study suggests that living in close proximity to alcohol outlets is a risk factor for youth," according to the researchers. "In California, retail licenses are not typically approved within 100 feet of a residence or within 600 feet of schools, public playgrounds and nonprofit youth facilities, but proximity by itself is not sufficient to deny a license ... More attention on the proximity rule is needed and environmental interventions need to curb opportunities for youth to get alcohol from commercial sources."

(via Join Together)

Maine Statute requires that liquor retailers be located at least 300’ away from schools, except in downtown areas. Perhaps not coincidentally, Portland has a 32% higher binge drinking rate among teens than the State of Maine, according to the 2008 MYDAUS results; in urban areas, alcohol outlets are in closer proximity to places where youth congregate.

This study underscores the need for extra caution in reviewing liquor license applications for locations close to places where youth live, study, and play.

ANFSCD, how 2 KIT w/yr kid w/TXT n IM

Some new research from the Partnership for a Drug-Free America and MetLife Foundation shows that nearly 25% of all teens would prefer to have a serious conversation about drug and alcohol use over email or text message. Only three percent of parents would choose to communicate with their kids this way.

While face to face conversation is most teens’ choice for this kind of communication, parents might be missing a big opportunity if they don’t embrace new technology.

Parents who are waiting for the "right time" to talk with their kids about drugs and alcohol may be missing everyday opportunities to connect on this important issue, said Steve Pasierb, president and CEO of the Partnership. "While nothing can take the place of an in-person conversation between parents and teens, for some parents, emails, cell phone conversations, and even texting can help start a conversation with a reluctant teen and reinforce talks you've already had--plus, parents can reach teens at times when use tends to be likelier--after school, on weekends and during unsupervised time."

The survey underscores that "Generation Text" has arrived -- when asked which was more important for everyday communication with friends, texting or social networking; teens were far more likely to communicate directly by texting (63 percent) than to rely on websites like Facebook (38 percent) to stay connected. And teens don't only want to hear from their friends. A majority of teens -- 67 percent -- were open to receiving texts from their parents after school -- a time when teens are most likely to be unsupervised. For many parents, texting may be an additional tool for monitoring and staying in touch with teens.

For parents who are nervous about using technology, Partnership for a Drug Free America publishes a free how-to text guide (.pdf) and a list of 7 Ways to Connect With Your Teen Using Technology. There are several TXT MSG translations available online.

New Year, New Beginning

The beginning of 2009 brings a fantastic opportunity to start practicing new behaviors. Experts recommend that we start small when making changes, so here are a few things that you can do in five minutes or less to help prevent underage drinking:

• Say thank you.
  Encourage those who are already helping to make a difference. Thank the convenience store clerk for carding you; thank parents for hosting alcohol-free parties; thank business owners for removing alcohol ads that might appeal to kids.
  

• Watch yourself.
  Pay attention to how you react to alcohol advertisements, and how you talk about alcohol around youth. Sometimes we send mixed messages without even thinking about it.
  

• Speak up.
  Give a voice to the silent majority by letting peers know how you feel. We can all support each other—parent to parent, teen to teen, business owner to business owner.
  

• Know the facts.
  Check out these websites to stay up to date on the latest research and strategies:
  US Surgeon General's groundbreaking Call to Action to Prevent Underage Drinking
  Marin Institute, an alcohol industry watchdog
  Stop Alcohol Abuse, a portal of Federal resources for information on underage drinking
  

• Talk it up.
  Share what you learn with friends, family, neighbors, and colleagues.

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.