Teen Drinking

Alcohol-Branded Merchandise Associated with Early Teen Drinking

Eurek Alert (Washington DC)

March 20, 2006

HANOVER, NH – Young adolescents who own t-shirts, hats and other merchandise with an alcohol brand name on it are more likely to begin drinking than kids who do not own these items, according to a study by Dartmouth Medical School researchers published in the April issue of the American Journal of Preventive Medicine.

"This study is a first look at the association between alcohol-branded merchandise and initiation of alcohol use in teens," said Dr. Auden McClure, clinical instructor in pediatrics at Dartmouth Medical School and lead author of the study.

"Our research found that students who owned an alcohol-branded item were significantly more likely to have initiated alcohol use than students who did not own one," she said. Full article available at : http://www.policyimpact.com/dailydigestpdfs/IIAA/March2006/IIAA2mar20.pdf

Lake County has the sobering distinction of being ranked No. 6 for underage drinking in Florida.Officials are attributing the problem to a cultural shift toward greater permissiveness.

Be that as it may, the proportion of underage youth who drink has not changed significantly over past decades in the country, according to the U.S. Department of Justice. Indeed, if anything, they are starting to drink at a younger age, and their drinking patterns are becoming more extreme.

Some researchers have found several common themes that appear to underlie underage drinking. Many children see drinking as a "rite of passage." They develop beliefs about acceptability from their peers and parents and believe that drinking will make it easier to be part of a group, help them forget their worries, increase sexual attractiveness, or make them more socially confident.

Studies show that the decision not to drink or to drink in moderation is a combination of factors, such as strong ties to family. Young people who invest significant amounts of time and energy in conventional activities such as studying, working, taking part in organized religion and participating in clubs or athletics tend to drink less. Those who accept conventional values, obey society's rules, and respect authority tend to drink less than those who do not.

This is only a generalized description of underage drinking. To understand the local problem, officials must combine the basic facts with a more specific understanding that comes by analyzing incidents and questioning offenders.

An effective response strategy may include the creation of community coalitions, comprised of elected and school officials, parent organizations, law enforcement agencies, and community recreation and athletic programs.

Children need to know the downside of drinking. Alcohol can make them feel silly, uninhibited and buzzed, but it also messes with their ability to control their muscles, minds and mouth. Alcohol use can lead to vitamin deficiencies and a variety of other physical and emotional ailments.

School-based awareness programs operate under the assumption that people make wiser choices if they know the facts about alcohol. Although this may be true, information alone is usually not enough to change behavior.

Perhaps a better hook, one sure to get their attention, because it appeals to their vanity, is to tell children that alcohol can ruin their looks, give them bad breath, and make them gain weight.

The goal is to reduce the motivation to drink, possibly with the implementation of a "social norms" program that attempts to reduce how much and how often young people drink, rather than try to prevent underage drinking altogether, which some see as unrealistic.