“Can I have that?” “I need one of those.” “All my friends are going!” Sound familiar? If you’re the parent of a teen or tween, you may already know that marketing and media can influence young people’s choices about what to buy, do, or believe. But just how much are youth affected by marketing for alcohol and tobacco?

• Research shows that alcohol advertising contributes to an increase in underage drinking.¹
• Tobacco marketing more than doubles the odds that children under age 18 will use tobacco.²

Sometimes marketing tactics are obvious: commercials, Web banners, and full-page magazine ads. But other times, the tactics are less clear. For example, your child might see a display promoting beer at your local convenience store or sports event. Or her best friend might have a duffel bag sporting the logo of a tobacco company. Marketing and ads are part of our regular, everyday activities and, many times, we don’t even know that we’re being targeted.

All this ad exposure affects your child’s decision about whether to use alcohol, tobacco, or drugs. As part of their decisionmaking processes, youth must sort through the media’s “mixed messages” and think about how those ideas compare with what they’ve learned from Mom and Dad and other caring adults. Be an active part of their learning and get involved in prevention activities in your community to help your child make smart, healthy choices.

What can parents do?

• Be aware of how much advertising your child sees and hears. Use marketing messages to start a conversation about alcohol, tobacco, and drugs. Find moments to talk with your child about marketing and media and go over your family’s rules about substance use.

• Know why kids use alcohol, tobacco, and drugs. In a recent survey, 73 percent of teens reported that the number one reason for using drugs is to deal with the pressures and stress of school.³ Help your child learn to manage his stress and build coping skills to deal with things that go wrong.

• Talk with your child about alcohol, tobacco, and drugs. Research shows that kids who learn a lot about the risks of drugs at home are up to 50 percent less likely to use than those who do not.⁵ Yet, only 32 percent of teens report that they are getting this vital message from their parents.⁶ Get accurate information and start a conversation with your child.

• Get involved with prevention activities in your community. You’ll find these activities in schools, community centers, youth groups, and your local health department.

One activity is National Red Ribbon Week, which is October 23–31, 2008. Red Ribbon Week is a time when millions of young people and adults show their support for healthy lifestyles by wearing or displaying a red ribbon. This nationwide celebration has become a major force for raising public awareness and mobilizing communities to combat underage drinking and illegal drug use among youth.

You can:

• Show your support by wearing a red ribbon from October 23–31.
• Get involved in Red Ribbon Week events at local schools.

• Encourage your workplace to support Red Ribbon Week events.

• Ask community leaders, health care professionals, or local celebrities to speak to service organizations, faith-based communities, recreational centers, professional organizations, and other adult groups to explain the importance of leading by example.

Displaying red ribbons has become a symbol of intolerance against alcohol and illegal drug use. Stand up against youth alcohol, tobacco, and drug use in your community and in your home—and help your kids sort through the mixed messages they get about these substances. Your kids will be more likely to follow your example, outsmart marketing tactics, and choose a healthy lifestyle.

Sources

SAMHSA. July/August 2008. Parent Awareness of Youth Substance Use Varies, last referenced 9/29/08.

SAMHSA. Too Smart to Start (Parents), last referenced 9/29/08.

Healthfinder.gov, last referenced 9/29/08.

National Family Partnership, last referenced 9/29/08.