Alcohol and Other Drugs
Reducing Underage Drinking: Social Norms
Advertising & Marketing
The Center on Alcohol Advertising and Youth – Located at Georgetown University in Washington DC, this Center recently published a report called “OverExposed: Youth a Target of Alcohol Advertising in Magazines”, which found that U.S. youth saw more alcohol advertising in magazines in 2001 than did people of legal drinking age.
Beer and ale and distilled spirits were marketed to publications viewed by youth more than wine. Also see the new report Television: Alcohol’s Vast Adland which analyzed alcohol advertising on network and cable television during 2001. Youth age 12-20 were more likely than adults of legal drinking age to have seen alcohol advertising on television. Attention: Non-MDH link
Self-Regulation in the Alcohol Industry: A Review of Industry Efforts to Avoid Promoting Alcohol to Underage Consumers – A report from the Federal Trade Commission issued September, 1999.
Attention: Non-MDH link
How To Assess Alcohol Advertising and Promotions– A worksheet to help in assessing the extent of alcohol advertising and promotion in your community, from the MDH Community Chemical Health Promotion Guide.
Marin Institute for the Prevention of Alcohol and Other Drug Problems – The Marin Institute Web site often carries current information about industry advertising, marketing and promotions. Attention: Non-MDH link
Local Event & Product Promotion
How To Assess Alcohol Advertising and Promotions A worksheet to guide assessment of the extent of alcohol advertising and promotion in your Promotion Guide.
Community Festivals Material - The University of Minnesota Alcohol Epidemiology Program offers ideas for alternatives and local policies regarding alcohol availability at community events. Includes a discussion of potential barriers as well as reasons to support alcohol restrictions. Also, find information about policies for alcohol sponsorships that are geared to reduce underage youth access to alcohol as well as address social norm issues. Attention: Non-MDH link
Last Call: High Risk Bar Promotions That Target College Students: A Community Action Guide -- Tips for organizing a community-wide approach to curb high volume/low cost alcohol promotions geared to underage drinkers. The guide looks at laws and policies that communities can adopt to restrict promotional practices by bars and liquor stores. Online version of publication. Attention: Non-MDH link
American Medical Association’s A Matter of Degree A major facet of this program involves linking campuses with their surrounding communities to address underage youth access to alcohol. The coalitions are working to change community norms and policies that encourage high-risk drinking, including promotions and discounts.