Wednesday, May 9, 2012

Washington making progress in addressing youth exposure to alcohol marketing

Most states do not address youth exposure to alcohol marketing, according to a new report from the Center on Alcohol Marketing and Youth (CAMY).

Only eleven states use more than one of eight recommended strategies to reduce youth exposure to alcohol.  Washington State implements all elements of one best practice and some elements of three other best practices.  According to the report, Washington fully implements the recommendation to establish explicit jurisdiction over in-state electronic media.  It partially implements the following recommendations:

  • Prohibit false or misleading alcohol advertising.
  • Restrict outdoor alcohol advertising in locations where children are likely to be present.
  • Limit giveaways (contests, raffles, etc.)

The four recommendations that Washington does not implement are:

  • Prohibit alcohol advertising that targets minors.
  • Restrict alcohol advertising on retail outlet windows and in outside areas.
  • Prohibit alcohol advertising on college campuses.
  • Restrict sponsorship of civic events. 

The report notes that Washington has made progress within the past few years:  The Washington State Liquor Control Board conducted a broad review of its advertising rules in 2010, including many of the topics found in this report.  The preamble to its new rules states that the "liquor control board regulates alcohol advertising to . . . reduce youth exposure to alcohol advertising and marketing" (Washington Admin. Code 314-52-005).  Although the revisions were relatively modest . . . they represent an important first step in asserting control over alcohol advertising that targets youth.  

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