Somerville seeks to limit alcohol ads geared toward youth

By Bruce Desmond, Alderman at Large

(The opinions and views expressed in the commentaries of The Somerville News belong solely to the authors of those commentaries and do not reflect the views or opinions of The Somerville News, its staff or publishers.)

State and local communities are becoming increasingly alarmed by the alcohol industry's aggressive marketing campaigns. The alcohol industry spends more than $5.7 billion each year marketing its products. Of particular concern is the exposure of underage youth to advertising and promotional messages that glamorize alcohol and downplay or ignore risks associated with underage drinking, and tout alcohol as an integral part of becoming an adult. At least with normal advertising media such as television, magazines, sporting events and music events, parents have an opportunity to avoid the advertisement. By placing billboard ads near parks, playgrounds and schools, all places that are unavoidable by children, the alcohol industry is creating an involuntary and unavoidable form of solicitation to a select audience. Kids are automatically exposed to it and can't avoid it. The ordinance that I have proposed, if enacted, would prohibit the outdoor advertising of any alcoholic beverage within 500 feet of playgrounds, elementary or secondary schools, places of worship or child care facilities. Somerville already prohibits advertising alcoholic beverages on public property or property controlled by the city, such as the new bus stop shelters.

For years Somerville has strongly supported classroom education and other youth programs designed to reduce underage drinking and prevent the problems that come with it, such as accidental death, violence, risky sexual behavior, suicide and unwanted sexual activity. We have contracted with agencies to provide alcohol and drug abuse treatment. Allowing something like this to go on is in direct contrast to everything else we do to protect our kids. I certainly don't believe that this is the “be all - end all” of kids drinking, far from it. I do believe however, that there exists a serious problem that has to be addressed in every way possible.

Federal and State surveys show that alcohol is the most widely used drug at all ages of adolescence. They also show that a child that begins drinking before the age of 15 is four times more likely to develop a dependency on alcohol as opposed to one who waits until the legal age of 21. Our own health survey performed in 2006 and 2007 showed that 29 percent of Somerville 8th graders drank alcohol.  The state average was 17 percent. It also showed that 21 percent of those 8th graders were binge drinkers (5 or more drinks in a two hour period). If the previous statistic holds true, nearly one out of every three of our 8th graders will develop a dependency on alcohol.

The alcohol industry has admitted that alcohol advertisements promote underage drinking.

Just as it was for tobacco ads, exposure to and liking of alcohol ads affects whether kids will drink. The alcohol industry is intentionally and systematically developing lifelong consumers. Alcohol advertisements are placed near parks, schools and playgrounds because they cannot be avoided by their target audience, our children. I would like that to not be the case in Somerville. To my knowledge, no other community in Massachusetts has adopted legislation such as this. Somerville will again lead the way. In this case, lead the way at protecting our children from another of Madison Avenue's unconscionable schemes to make a buck at the expense of our children's health and well being.

Comments

[Ron Newman]

I thought Somerville had prohibited billboards citywide, years ago. If you look at old photos of Davis Square, the place used to be full of billboards. No longer.

[JPM]

I don't think changing ages or advertising has any great effect. It is more do to with the drinking culture. The UK has a drinking age of 18, which is not really enforced. However, the have a massive binge drinking culture among young people. The USA has a 21 age limit...but again has a binge drinking culture.

France, Spain and Italy do not have binge drinking cultures like the USA or Northern European cultures.

Kids are always going to drink. It's hard to remember what it was like to be a kid....but kids do it for the same reasons we did it. It is fun.

[Ok Seriously]

This is the dumbest idea I've ever heard of. You can't legislate education if kids are not getting it in the home. Why not ban all smoking ads? Why not ban all packs of cigs so that kids won't ever see them? Why not try to protect the hell out of kids instead of educate them... probably because we have this idiot as an alderman.

[Ok Seriously]

Oh, and these kids are drinking it because they're stealing it from their parents. Bad parenting is the problem, trying to hide the existence of alcohol from kids, who are obviously more bright than this alderman was when he was a kid, is insane. Dude, fix the pot holes.

[adolescent alcohol treatment]

"Of particular concern is the exposure of underage youth to advertising and promotional messages that glamorize alcohol and downplay or ignore risks associated with underage drinking, and tout alcohol as an integral part of becoming an adult" it is right but as of now when you said "alcohol" its very famous specially for the teenagers, i think the best think that we have to do is find the way on how we prevent this kind of alcohol addiction.

by: dick

[burgundywine]

good is my pleasure to comment on this page is not as much wine and I like to learn more them the opportunity thank you very much

[alcohol rehab centers]

The problem is not on the add but rather the implementation of law against the limitations of alcohol use. One example is driving in the influence of alcohol. There should be punishment for someone doing it enough to deter them from doing so. Next is the age limit, every one at any age can buy liquor drinks from store. The front liners like the seller, bartenders and others should be educated about them not giving alcohol to teenagers. Laws should be implemented as it should be whether who he or she is.

[teen alcohol treatment]

That was a good idea, I think it is the best thing to do and somehow it is the solution to the problem in alcohol.

-mj-