$layout = "press_release";
$html_title = "The Real Cost Of Alcohol Advertising: Our Kids'
$description = "The Real Cost Of Alcohol Advertising: Our Kids'
$keywords = "";
$body = <<The Real Cost of Alcohol
Advertising: Our Kids' Lives
By the age of 16 most kids will
have seen 75,000 ads for alcohol. In the year 2000, brewers
spent over $770 million on television and another $15 million
on radio ads. That is three quarters of a billion dollars.
Young people view 20,000 commercials each year, and nearly
2,000 are for beer and wine. For each anti-alcohol/drug
public service announcement teenagers see there are 25-50
more advertisements that entice them to drink
The fourth leading cause of death
among persons ages 10 to 24 is alcohol. To date drunken
driving deaths are beginning to rise among teenagers.
Underage drinking costs Americans nearly $53 billion. Alcohol
abuse is the number one drug problem young people are
experiencing in the United States right now. Additionally,
alcohol is a major factor in the three leading causes of
death for youth which include suicide, motor vehicle crashes,
and homicide, and is linked to two-thirds of all sexual
assaults and date rapes of teens as well as college students.
Right now in the United States, the average age kids begin to
drink is 12-years-old. One of the most widespread and
overlooked problems in our nation today is alcohol abuse. The
rise of underage drinking teamed up alcohol advertising will
most likely increase the use of alcohol in today's society.
Additionally, people that start using alcohol before the age
of 15 are four times more likely to develop an alcohol
addiction at some point in their lives, compared to those who
start drinking at the legal age of 21.
Advertising and other media
messages play a big role in setting social standards
concerning underage drinking. It has been proven that beer
advertisements influence current drinking behavior, as well
as intentions to drink. They can significantly predict an
adolescent's preference, knowledge and loyalty for
A voluntary ban has been followed
by the members of the Distilled Spirits Council of the U.S.
on TV since 1948 and on radio since 1936. The ban was broken
in 1996, and funds allocated for the advertising alcohol have
increased dramatically for commercials that are mainly found
on cable channels. In spring 2002 a major television network
indicated that it would start accepting hard liquor
advertisements after 9 p.m. Airing of these liquor ads marks
the end of half a century of restraint by national networks.
The alcohol industry contends that ads have nothing to do
with consumption or harm. However, the Federal Trade
Commission (FTC) "does not rule out the existence of a
clinically important effect of advertising on youth drinking
Contrary to the FTC's statement,
the alcoholic beverage industry clearly thinks different
because the use and abuse of alcohol has been viewed in over
233 motion pictures and in more than one episode of over 181
different television series in a one year period. Alcohol
brewers are also lead sponsors of many musical and sporting
events, displays, billboards and all types of
Many alcohol ads depict
good-looking people having fun and enjoying alcohol, while
the reality of alcohol abuse and the dwindling spiral of
addiction is quite different. Alcohol is a drug that kills
more people than all illegal drugs combined and promoting its
use will only encourage and attract new, young
Story©2003 Narconon of
Oklahoma, Inc. All Rights Reserved. NARCONON is a registered
trademark and service mark owned by Association for Better
Living and Education International and is used with its