Cui Bono?
The Federal Trade Commission has relaunched the “We Don’t Serve Teens” campaign – along with the Century Council (the “socially responsible” face of the liquor industry). Other partners, according to the Century Council include a mix of federal and state government agencies/associations (U.S. Department of Treasury Alcohol and Tobacco Tax and Trade Bureau; National Association of State Alcohol and Drug Abuse Directors, Inc.; National Alcohol Beverage Control Association; National Liquor Law Enforcement Association), nonprofits (Students Against Destructive Decisions; National Consumers League; Responsible Retailing Forum), and alcohol industry organizations (Wine and Spirits Wholesalers of America; American Beverage Licensees).
It is commendable that the FTC is defending the 21 MLDA, a public health intervention of proven effectiveness.
Otherwise, there is scant evidence that campaigns of this nature have any appreciable effect on behavior. (One survey in Oahu actually found that stores that posted such signs were MORE likely to sell to youth decoys.)
What this campaign does seem to offer is public relations cover to an industry that resists evidence-based prevention efforts, while pushing interventions of questionable efficacy (isolated education/persuasion, restricting focus to “hard core” drinking drivers, etc.), and working for the “normalization” of hard liquor, in the words of DISCUS CEO Peter Cressy.
In fact, the “We Don’t Serve Teens” campaign seems strikingly similar to the tobacco industry’s “We Card” program, which has been used by that industry to “forestall legislation that would restrict industry activities” (Landman, Ling & Glantz, 2002, p. 917).
The public would be better served if the FTC investigated the dramatic increase in youth exposure to distilled spirits television advertising over the past several years.
References:
Center on Alcohol Marketing and Youth (2008). Youth exposure to alcohol advertising on television, 2001 to 2007 [report]. Retrieved on September 15, 2009, from http://www.camy.org/research/tv0608/tv0608.pdf.
DISCUS (2002, April 4). Cressy briefs broadcast trade media on advertising outreach: Council plans major presence at broadcaster convention [news release]. Retrieved on http://www.discus.org/media/press/article.asp?NEWS_ID=35.
Hawai’i Department of Health (2003, December 2). Oahu’s rate of alcohol sales to minors declines: But stricter enforcement still needed [news release]. Retrieved on September 15, 2009, from http://healthuser.hawaii.gov/health/about/pr/2003/03-93adad.html.
