Cressy, a former university chancellor stressed that the distilled spirits industry does not want underage drinkers as customers. He pointed to the efforts of The Century Council, the distilled spirits industry's not-for-profit organization which has spent more than $130 million over the last 12 years on programs to reduce illegal, underage drinking including programs specifically aimed at encouraging parents to talk with their children about alcohol.
"Parents need to know that study after study shows they have the biggest influence over a youth's decision regarding drinking," said Cressy. "Parents need to talk early and often with their children about alcohol."
Cressy stated that the research on advertising and alcohol consumption is very clear: advertising does not cause an adolescent to drink. Numerous studies re-affirm parents and peers as the leading influencers over youths' decision to drink. In fact, the numbers are stark. According to the 2002 Roper Youth Report, 71 percent identified parents as influences over their decision to drink versus five percent who identified advertisements.
He said the distillers are committed to responsible advertising and are proud of their longstanding track record of effective self-regulation. Since 1934, the distillers have voluntarily abided by a Code of Good Practice to ensure that spirits advertising is responsible and directed to adults.
See Also: CAMY Survey Results.
Source: Distilled Spirits Council News Release.
