The way alcohol products are displayed in stores and alcohol
advertisements viewed by children both impact how acceptable children perceive alcohol
to be. Children do not understand “intent to sell” and therefore take what they
see at face value. It is through youth exposure to alcohol advertising that attitudes
and perceptions are shaped. This type of positive perception is known to
directly influence underage drinking.
In-store alcohol ads have the most impact on kids who have
not yet started drinking. Research has shown that every dollar spent on
in-store alcohol advertisements leads to a three percent increase in underage
drinking. Also, approximately 4,000 kids under the age of twenty-one die every
year because of the excessive use of alcohol. Adult education has been
effective in reducing the negative effects of alcohol advertisements on kids. It is
important to know how to change what our kids see that promote negative
influences. One way to begin bringing about this change is to recognize responsible and irresponsible retailing and how to encourage retailers to advertise responsibly.
Responsible
Retailers:
- Place alcoholic products and advertisements apart from youth products
- Place alcoholic beverages away from sodas, snacks, and sports drinks
- Notifies manager when observing irresponsible placement of alcohol ads
Irresponsible
Retailers:
- Ignores irresponsible placement of alcohol ads
- Encourages placement of alcohol products and ads near youth products, sodas, snacks, and sports drinks
How to Encourage
Responsible Retailers:
- Bring to retailers attention irresponsible placement of ads
- Ask to talk with a manager
- Write a letter to management
- Offer handout to managers on alcohol advertisement's impact on youth
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