Letters to the editor - Cook County

Stop alcohol ads aimed at minors

Gov. Rod Blagojevich will soon have an opportunity to further combat underage drinking when the General Assembly sends him unanimously approved legislation that would crack down on the liquor industry's youth-targeted marketing of alco-pops, sweet-tasting alcoholic, drinks that include distilled spirits.

The governor should sign this important bill into law.

Sponsored by state Sen. Carol Ronen, D-Chicago, the measure prohibits -- among other things -- alco-pop sponsorship of athletic events where the intended audience is primarily youth, and billboard ads within 500 feet of schools, public parks. amusement parks and places of worship.

Alco-pops, such as Smirnoff Ice, Mike's Hard Lemonade and Bacardi Silver, contain distilled hard liquor that can account for up to 49 percent of the alcohol volume.

Youth, particularly young girls, report they prefer the sweet taste of alco-pops over the taste of beer or hard liquor, making youth prime targets for an industry-driven alcopops marketing campaign similar to the tobacco industry's Joe Camel campaign.

Approximately one-third of girls and one-fifth of boys ages 12 to 18 have tried alco-pops according to a 2004 American Medical Association report.

The AMA survey also found that, of the young women who have tried alco-pops, one-fifth have "thrown up or passed out from drinking," one quarter have "driven after drinking or ridden in a car with a driver who had been drinking," and one-sixth had been sexually active after drinking.

In addition, alcohol advertising affects the rates of consumption.

According to a study by the University of Connecticut and Colorado State University, teens who saw more alcohol advertisements, on average, drank more.

Each additional advertisement seen increases drinks consumed by one percent.

Sen. Ronen's legislation is an important step in tackling harmful marketing of alcoholic beverages to teens.

We ask the governor to sign this bill to help keep youth safe.

Sara Moscato Howe

Illinois Alcoholism and

Drug Dependence

Association

Springfield