By David Dickinson

To help reduce youth exposure to alcohol advertising, the Liquor Control Board, with input from the public and agencies that promote public health and safety, is proposing changes to our state's current alcohol advertising laws.  

The Department of Social and Health Services Division of Behavioral Health and Recovery shares the Liquor Control Board's priority for reducing the level of alcohol advertising that reaches youth, as research shows this can influence the choices kids make about alcohol. We applaud the proposed changes, which will:

• Limit alcohol-related signs on licensed retail stores to four, and limit the size to 600 square inches (WAC 413-52-070)
• Eliminate the use of children in alcohol advertising (WAC 413-52-015)
• Limit alcohol advertising at community events to areas where alcohol is sold and consumed (WAC 413-52-120)
•  Remove outdoor advertising of alcohol near schools, churches, playgrounds and athletic fields (WAC 413-52-070)

A 2007 study found that higher exposure of 6th graders to outdoor advertising near their schools was associated with an increased intention to drink when they were 8th graders. Approximately one in six drinks sold in our country is consumed by someone under age 21. These are two good reasons we need to restrict youth exposure to alcohol advertising.

The recent loss of the Onalaska teen is an urgent reminder that we must take underage drinking more seriously, and make it a high priority as parents and community members to discourage it.   Impressionable teens see messages throughout their communities that encourage drinking, even at fairs and festivals intended for young people. 

As adults, we must take action to educate ourselves and our children about the ways alcohol can harm youth: 

• Research shows that alcohol can permanently damage learning and memory in the developing teen brain.
• Young people who drink heavily are more likely to engage in unprotected sex, increasing their risk for Sexually Transmitted Diseases and unwanted pregnancies.
• Teens who drink are more likely to drop out of school.
• Children who begin drinking regularly before age 15 are four time more likely to develop alcoholism.
• Alcohol-related injuries kill 5,000 youth each year under the age of 21 nationwide - more than tobacco and all illegal drugs combined.

There are many ways adults can take action to make communities healthier and keep youth alcohol-free. Find out what you can do by visiting www.StartTalkingNow.org. Learn more about the proposed changes in alcohol advertising rules at www.liq.wa.gov, and email your comments before October 25 to rules@liq.wa.gov. When the new advertising rules take effect in November, report violations to the LCB.

David Dickinson is the Director of the DSHS Division of Behavioral Health and Recovery.

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