|Received:||11/13/2006 10:50:11 AM|
|Organization:||Northwest Iowa Alcoholism & Drug Treatment Unit, Inc.|
|Agency:||Federal Trade Commission|
Comments:As a Prevention Consultant I work a lot with youth from 12 - 17 years of age. They are continually overwhelmed with alcohol advertisements stressing alcohol as the key ingredient to having "fun." And of course the alcohol industry never talks about any negative consequences. Many of our youth are impulsive, sensation seeking, rebelllious and gregarious. These are not abnormal traits, in fact, sometimes they are highly valued in our society. But the alcohol advertisers know how to use these personality traits to their advantage. Our society accepts and encourages the over-consumption of alcohol and our youth see this at a rite of passage which the alcohol industry takes full advantage of.