| "Alcohol remains the most heavily abused | | | | foster an underage drinking culture that has kids |
| substance by America's youth," said acting | | | | feeling like "everyone is doing it" and that it's "no |
| Surgeon General Kenneth Moritsugu. At least 11 | | | | big deal." In G-rated films, nearly 50% of the |
| million kids are underage drinkers, with nearly 7.2 | | | | characters were shown consuming alcohol without |
| million of them binge drinking, which means having | | | | consequence, for example. The National Bureau of |
| more than five drinks per occasion. Moritsugu | | | | Economic Research released a report saying that |
| says we need to have a "change in the culture | | | | reducing or eliminating alcohol ads would |
| and attitude toward drinking in America." While | | | | significantly decrease underage and binge drinking. |
| underage tobacco and illicit drug use has | | | | They found that young kids really liked the |
| decreased over the years, underage drinking | | | | Budweiser talking lizards and Spuds MacKenzie |
| remains a prevalent "rite-of-passage." However, | | | | dog, as well as the colorfully packaged drinks like |
| "Research shows that young people who start | | | | Smirnoff and Skyy Blue. From an economic |
| drinking before the age of 15 are five times more | | | | standpoint, the "Alcohol Advertising and Alcohol |
| likely to have alcohol-related problems later in life," | | | | Consumption by Adolescents Working Paper" |
| Moritsugu warns. | | | | (Saffer & Dave) indicated that doubling the prices |
| Many parents struggle to find answers. Why is | | | | of alcoholic drinks would decrease underage |
| drinking while underage so alluring? The teenage | | | | drinking by 28% and reduce binge drinking by |
| years are a relatively long period of maturation | | | | 51%. "Advertising is one thing, but just the |
| where kids are continually pushing their minds, | | | | prevalence [of alcohol] itself is normalizing," says |
| bodies and boundaries to the limit. Many kids | | | | NIH peer pressure study leader Bruce |
| enjoy the physical feeling of being "drunk" and | | | | Simons-Morton. |
| their bodies are naturally more susceptible to the | | | | "Parents tend to see underage drinking and |
| negative effects of alcohol, like drowsiness, | | | | occasional binging as a rite of passage, rather than |
| withdrawal or lack of coordination, which explains | | | | a deadly round of Russian roulette," the Columbia |
| why binge drinking is so common later on. | | | | National Center on Addiction and Substance Abuse |
| Some kids drink to cover up behavior problems, | | | | study reported. Approximately 5,000 minors died |
| antisocial tendencies, aggression, depression, | | | | in alcohol related incidents, including 1,900 car |
| anxiety, low self-esteem or shyness. Drinking | | | | crashes, 1,600 homicides, 300 suicides and |
| while underage can be encouraged by genetic or | | | | hundreds of other falls, burns, and drownings. |
| environmental factors as well. According to the | | | | As a community, the National Institute of Alcohol |
| NIAAA, children whose parents are alcoholics are | | | | Abuse and Alcoholism recommends that we raise |
| 4-10 times more likely to develop addiction | | | | alcohol prices, increase Zero Tolerance laws, |
| alcoholism. | | | | improve school based prevention programs, |
| Perhaps we can combat underage drinking | | | | commit to law enforcement and develop |
| through more subtle social and economic changes. | | | | family-based treatment/prevention programs. |
| One theory suggests that advertising is helping to | | | | |