Youngsters need public support for new alcohol ad rules

• Published October 03, 2009

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New rules being proposed by the Washington State Liquor Control Board aimed at putting tighter controls around advertising - especially that targeted to youth - are a step in the right direction and deserve strong support.

These regulations are aimed at reducing both the number and the size of liquor ads on storefronts. They establish new parameters around the industry sponsorship of community events and keep kid-pleasing animal mascots out of alcohol marketing.

The proposed rules eliminate such alcohol marketing from our smaller ball fields, such as where Little League teams play. Under these rules, the minimum distance these ads can be from schools, day cares, public parks, etc. is set at no less than 500 feet.

Such regulations have been needed for years. The more we can discourage the visibility of alcohol industry marketing to our youth the better.

We�ve known for years that alcohol is the number one drug of choice for Washington�s youth and that the average age that our young people begin drinking is 13. The most recent Healthy Youth Survey, conducted every other year in Washington among 210,000 students in grades six, eight, 10 and 12, confirms once more that kids who use drugs and alcohol are far more likely to drop out of school than those who do not.

And for years I�ve pointed to statistics that indicate those who begin drinking by age 15 are four times as likely to become alcohol dependent than those who wait until age 21.

I applaud the great community and youth groups that have made it their mission to reduce the exposure of alcohol advertisements to our youth. But they can only do so much without the help of some stronger regulations on the books that cover marketing.

Removing some of the beer signs at the local quick-stop and reducing their allowed size, making it more difficult for distributors to put big beer logos on T-shirts that are part of local fun-runs and other sports events, and limiting the visible signage at beer gardens are all important parts of this package too.

Reducing the �cool� factor that kids see in association with alcohol at places where they often go, may just be the ticket toward making our communities safer and help our kids focus on far more productive things, like finishing school.

These rules have gone through the public hearing process and are up for adoption by the liquor board on Oct. 28.

I encourage readers to get a copy of these proposed rules and support them as loudly as you can. Your voice will make a difference for our kids.

Lt. Gov. Brad Owen is founder of Strategies for Youth, a multi-media program that involves music, visuals and an oral presentation to steer youngsters away from alcohol, drugs, bullying and other destructive behaviors.