In response to the alcohol industries new strategies for marketing to youth, there has been a movement or push towards alcohol industry funded “responsibility” messages. Using social marketing to advertise the consequences of youth drinking and drinking behaviours. These movements want to shed light on the truths of youth drinking especially on campuses (not everyone drinks on campus or drinking is not the way to be socially accepted among your peers). These advertisements are also intended to break the link between some of the social norms that were created such as drinking and sex appeal. These advertisements suggest that “bingeing isn’t sexy” breaking that link between alcohol and sex.
There has also been an increase on the focus of healthy living lifestyle advertisements, which includes messages of better nutrition, exercise and staying away from drugs and alcohol. Finding a different way to relate to youth on the topic of alcohol is key and a way in which Mothers Against Drunk Driving (MADD) hopes to present the message to youth.
Even though there has been a movement, as with any movement there are always barriers in which stand in the way. Today, it is still seen that alcohol advertisements have not leveled off and are on the rise and are seen more than alcohol responsibility messages. Some research found in the U.S. noticed that in a specific year between 2006 and 2007, there were no alcohol “responsibility" messages about underage drinking on television, especially during times which teens were more likely to be watching television. The research reports that over the entire period of 2001 - 2007, youth ages 12 to 20 were 22 times more likely to see an alcohol product advertisement than an alcohol "responsibility" advertisement about consequences of drinking and driving, safety or underage drinking. (http://camy.org/press/release.php?ReleaseID=46)
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