The Heritage Foundation reports a series of “findings” that support a correlation between teen alcohol use and the absence of parental influence.
The report is really just a summary of previous research. Generally, it’s not all that surprising, though I would objecting to whoever reported the summary’s liberal intermingling of the terms “use” and “abuse.” The two aren’t one and the same. Yes, I’m sure there are many neoprohibitionists out there who would suggest that any underage use is, by definition, “abuse.” But I’d submit that parents who responsibly introduce their kids to alcohol, say sharing a beer with dad while watching the game, or having a small glass of wine with dinner, will foster in their kids a far healthier adult relationship with alcohol than parents who forbid the stuff.
The “findings” lump studies looking at underage “use” with those that examine “abuse” later on in life. The studies they used that come from objective organizations single out “abuse.” While the studies they pulled from some of the more rabid anti-alcohol groups (CASA and CAMY) automatically tag any underage consumption as abuse.
I’m not really sure how our responible “wine with dinner” parents fit into the equation. Depends, I guess, on how researchers conducted the interviews, and whether or not the subjects were asked to include such incidents as “use,” or whether the intent was to isolate only those times when an underage kid drank alcohol with his peers.
That said, I don’t think the study really breaks any new ground. And I doubt either side of the debate gets much leverage from it. Personal freedom types like me will say it reinforces the idea that personal and parental responsibility is a far better indicator of abusive behavior than interventionist public policy. And neoprohibition types will say that government needs to step in and prevent alcohol from reaching youth who don’t have the benefit of a strong parental influence, and therefore are more succeptible marketing and advertising from the alcohol industry.
Of course, there’s that bloody flag, again. Marketing. We’ve covered this ground before. Yes, alcohol companies naturally market to young adults. It’s when people begin to formulate the brand loyalties that often last a lifetime. They’d be dumb not to. It’s impossible to market a product to a 23 or 22 or 21 year old in a manner that isn’t also going to hit a fair number of 18 and 19 year olds, too. What’s more, it’s patronizing to think that someone who’s old enough to fight and die for his country, enter into a contract, and vote for who will lead his country is naive enough to fall prey to a beer commercial.
Alcohol advertising isn’t intended — and generally doesn’t — persuade non-drinkers or fence-sitters to drink. Rather, it encourages people who’ve already made the decision to drink to drink a particular brand. More specifically, it aims to persuade them to upgrade to more premium brands.
Think about it. When was the last time you saw a Natural Light commercial? Busch Light? Milwaukee’s Best? The cheapest beers you’ll see commercials for are Miller Light and Bud Light. And those are aimed at young adults, probably just out of college, upgrading from the cheapie dorm and frat-house labels.
You never see commercials for rail liquor, either. Ever see a magazine ad for Kamchatka Vodka? The ads in magazines like Rolling Stone and Sports Illustrated that groups like CAMY are always bitching about are invetiably for premium booze like Absolut, Jack Daniels, Grand Marnier, or Wild Turkey — not exactly tooth-cutting booze.
Few people decide to drink because of advertising and marketing. Lots of people decide what to drink because of advertising and marketing. In fact, if you think about it, marketing may even cut down on the aggregate amount of alcohol we consume. If liquor companies take out ads with the intent to get you to upgrade, and they succeed, you’re shelling for higher priced booze. That means you’ll be getting less booze for the same amount of money. Meaning if you want to binge, it’s going to cost you more. Meaning you’re probably going to be less likely to binge.
Maybe I’ll pitch that study to CAMY. Cut down on binge drinking — subsidize advertising for the alcohol industry!
(Posted while sipping a late-night, insomnia-curing glass of fine Maker’s Mark bourbon. Over ice.)