Aggressive marketing of sugar/alcohol, called “girlie drinks” or “alcopops”, are luring young girls into alcohol consumption. Colorful commercials convey the image of fun and sexy drinks, and as a result, the percentage of girls who drink is more on the rise than boys. The American Medical Association has conducted two teen surveys, and discovered some troublesome facts:
-Approximately one third of teen girls have tried the aggressively marketed alcopops.
-About one in six were sexually active after drinking.
-One quarter has driven after drinking or ridden in a car with a driver who had been drinking.
-The average age of the first alcoholic drink is now 13.
It is obvious from the marketing content, that alcoholic beverage marketers go after young teens, reported Dr. Bob Mann PhD, senior scientist at the Center for Addiction and Mental Health in Toronto.
This advertising is highly effective, as it was observed in a study, which was conducted several years ago. Young males were questioned two months after a brewery launched an advertising campaign for a high-alcohol beer that was geared towards young males. 66% of underage drinkers were consuming the product.
In Canada federal and provincial governments are out of the regulation of alcohol advertising. It is essential that parents, educators and family physicians point out the hazards of excessive alcohol use long before the first drink is sampled. An American Medical Association poster shows a young girl taking a swallow from a bottle. The headline warns: “Girlie Drinks…women’s diseases”, and the list of diseases are shown: brain damage, STD’s, heart problems, liver disease, and menstrual disorders.
More information about alcoholism and the effects of alcohol on the body: http://nethealthbook.com/drug-addiction/alcoholism/
Reference: Medical Post, March 1, 2005, page 23
Last edited October 27, 2014