Advertising to Youth

Alcohol advertisements are monitored both federally and provincially. The federal government sets rules for broadcast advertising through the "CRTC Code for Broadcast Advertising of Alcoholic Beverages”. Some of the rules set out include, messages are not allowed to imply that drinking leads to social acceptance, personal success or success in business or sports or encourage non-drinkers to begin drinking, appeal to minors, connect drinking with high risk activities (McKenzie, 2000). They must also not portray the heavy consumption of an alcohol beverage or exaggerate the importance of any aspect of the product. In some cases federal restrictions apply only after the product is formally introduced in the commercial via a label, a musical signature, logo, brand name or other symbol that identifies the product or its manufacturer (McKenzie, 2000). Provincially, in Ontario specifically all ads must be reviewed and approved by the Alcohol and Gaming Commission of Ontario before they air, which has their own set of regulations that need to be met (McKenzie, 2000).

There have been many regulations put in place to monitor alcoholic advertising to protect children and youth, however, there has been comment that the guide lines of the Canadian Radio and Television Commission (CRTC) have been breached, and there has been some loops holes created. This occurs when an alcoholic add would appear while children are watching T.V. such as during a hockey game, these adds also contain actors who are youthful looking, and some adds appear to be directed towards youth, by using youth themes or rock music, and in some cases youth roles models have been used to advertise these beverages (Smart & Ogborne, 1996). The ad pictured in this blog generated complaints, it is yet another ad that breaks the liquor advertising guideline. Alcohol advertising must not promote alcohol consumption.

When examining the advertisement policies, one needs to examine the culture that it was created in. Western culture is very accepting of social drinking, no wonder there have been breaches in policies. Watching a hockey game is not a hockey game, unless you have some beer. Society is just modelling to youth the social norm of western culture. Children’s parents and role models are important in these policies to help oversee along with what the government is already monitoring to keep children the safest from the affects of alcohol advertising. Is it okay to have an advertisement like this around college campus'? Especially, when many youth are under age in their 1st year of college or university.