USA: Beer Institute is calling to action to prevent and reduce underage drinking

Surgeon General is calling to action to prevent and reduce underage drinking, according to USA Beer Institute press release, March 6.

Jeff Becker, President of Beer Institute said the following:

“We applaud the efforts of the Surgeon General in calling for a broad-based collaborative approach to reducing illegal drinking. As the Call to Action noted, most youth who drink say they get alcohol from non-commercial sources - parents, older siblings, and other adults. In addition to opening a dialogue with their children about illegal underage drinking, parents need to become actively involved – and stay involved – in their children’s activities at home and in school. Brewers have long offered programs created by authorities in education, alcohol treatment and family counseling to support parents in making a difference on this issue. This Call to Action must also serve as a wake-up call to those parents or other adults who think its OK to buy alcohol for teens or host teen drinking parties.”

“We also wholeheartedly agree that alcohol advertising and marketing be directed to adults of legal drinking age, as recommended in the Call to Action. That’s why brewers abide by the Beer Institute’s Advertising and Marketing Code, placing ads only where at least 70 percent of the audience is expected to be 21 or older, and using creative themes that appeal primarily to adults. By adhering to these standards, we make it clear that we are advertising to that 70 percent of the American population who can lawfully drink our products.”

“In addition, brewers and their wholesalers help provide training for retailers. Through these programs, which the Call to Action supports, retail staff learn how to properly check I.D.s to prevent sales to minors. According to a 2005 study by Data Development Worldwide, more than two-thirds (69%) of Americans who have purchased alcohol, say they have at some point had their ID checked when making an alcohol purchase.”

“While each segment of the population must do its part to help prevent illegal underage drinking, it’s also important to recognize the progress that has already been achieved in reducing underage drinking. The percentage of high-school students who have had a drink in the past month is at a record low level, according to the 2005 Centers for Disease Control’s Youth Risk Behavior Survey. Likewise, since 1998, all measures of teen alcohol use have declined significantly according to the Partnership for a Drug Free America (2005).”

“But there’s more to be done, and brewers look forward to continuing our work with federal and state agencies, law enforcement, community groups, parents, and others to help make a difference in this fight.”

About Beer Institute

The Beer Institute, established in 1986, is the national trade association for the brewing industry, representing both large and small brewers, as well as importers and industry suppliers. The Institute is committed to the development of sound public policy and to the values of civic duty and personal responsibility.

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