4179.0 Marketing Booze to Our Children Destroys Communities

Tuesday, November 1, 2011: 12:30 PM
The age of initiation of alcohol use continues to decrease in the US leading to increased health and social problems. Strategic marketing strategies of the alcohol industry contribute to underage drinking. Evidence from the US and Canada demonstrate that alcohol product branding and sponsorship programs are similar to those of the tobacco and food industries and are designed to allure feature customers. Alcohol industries violate their own self-regulatory codes for advertising and promotion of their products. Youth exposure to advertising influences drinking practices and problems and beliefs about alcohol and the intention to drink. Industry boasts of its responsible drinking messages even though they are small, ineffective and even decreasing in number relative to the size and placement of product ads. Alcohol control strategies can address these influences on youth behavior.
Session Objectives: Identify and describe marketing strategies of alcohol, tobacco and food industries to appeal to youth. Analyze magazine and drink responsibly campaigns related to corporate self-regulatory guidelines.  Describe potential counter measures to advertising of alcohol to youth.

12:30 PM
Fighting for “share of throat”: The alcohol industry wants our youth!
Samantha Cukier, MBA, MA, Dan Steeves, BEd, DAUS and Jennifer Heatley, BSc
12:50 PM
Magazine Alcohol Advertising 2008-2010: Results from a Content Analysis
Katherine Clegg Smith, PhD, Samantha Cukier, MA, MBA and David H. Jernigan, PhD
1:10 PM
State Regulation of Alcohol Advertising; Results of a Legal Analysis
James Mosher, JD, David H. Jernigan, PhD and Elena Cohen, JD

See individual abstracts for presenting author's disclosure statement and author's information.

Organized by: Alcohol, Tobacco, and Other Drugs
Endorsed by: Maternal and Child Health, Public Health Nursing, Women's Caucus, Community Health Planning and Policy Development

CE Credits: Medical (CME), Health Education (CHES), Nursing (CNE), Public Health (CPH) , Masters Certified Health Education Specialist (MCHES)