Alcohol Industry Targeting Minors

* Jean Libunao, manager of the Orange County distributor of Anheuser-Busch beers, claims that “drinking among high school seniors is 27% lower today than it was in 1982” (Letters, Aug. 19).

What she failed to disclose is that the same study also concluded that more children start drinking at an even younger age today than since the 1960s. Studies have also suggested that alcohol use at an early age leads to experimentation with other drugs. Experts agree that underage drinking is a major problem in our society today, as they report that over 60% of minors can purchase alcohol.

Also, Libunao claims that Anheuser-Busch adamantly opposes underage drinking and advocates that adults drink responsibly. However, brewers are major sponsors of various sporting events, musical events and special celebrations where minors are the principal participants. Anheuser-Busch’s frogs and lizards appeal to youth the same way that R.J. Reynolds’ Joe Camel does. How can Anheuser-Busch maintain that it does not advertise to youth?

The current Budweiser “Buy the Beer, Get the Gear” campaign offers youth-appealing free merchandise for the purchase of Budweiser beer. While the Department of Alcoholic Beverage Control informed Anheuser-Busch in advance that these ads violate [the prohibition on] giving away premium gifts in return for the purchase of alcohol, Anheuser-Busch ran the ads anyway. A Los Angeles Superior Court issued a temporary restraining order against the illegal ad campaign. There is not a more clear example of a campaign that promotes binge drinking among teens and college students.

Libunao claims that Anheuser-Busch has made a “significant investment” in educating the public about responsible consumption. Although these materials are aimed at lowering alcohol-related problems, they are also being used as a marketing tool for the industry to gain visibility in the community. In addition, by placing the onus on individuals for alcohol-related damages, the alcohol industry escapes sharing accountability for the problems it helps create.

If the alcohol industry is sincere about wanting to lower youth access to alcohol, it would impose policy measures that do so. It can show us its commitment by pulling its promotions appealing to youth, such as cardboard cutouts of Halloween characters next to its product.

TRANG DOAN

Tustin

* It is clear from many public health studies that both alcohol and tobacco advertising influence the purchase and use by youth of these dangerous products.

The debate is not about making smart, safe choices. It’s about a corporate giant being a responsible corporate citizen and not marketing and selling beer to youth.

Libunao may state that underage drinking has been happening for years, but that is no excuse for it to continue, especially when our youth are plagued by gang violence, poverty and crime.

HEATHER COLLARD

Placentia