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Attorneys General prohibit Four Loko from targeting young adults in alcohol ads

Mar 25, 2014

Shines light on dangers of mixing caffeine and alcohol

SEATTLE — Attorney General Bob Ferguson announced today that a multi-state settlement has been reached with Phusion Projects, LLC., Jaisen Freeman, Christopher Hunter, and Jeffrey Wright (collectively, Phusion).

Phusion markets and sells Four Loko, a flavored alcoholic malt beverage.

In 2010, nine Central Washington University students were sent to the hospital after consuming Four Loko during a party at a Roslyn, Wash. home. Four students required emergency advanced life support to treat dangerously high blood alcohol levels. 

Four Loko targeted underage young adults to increase their profits, said Ferguson. I wont stand for alcoholic marketing tactics that take advantage of susceptible young adults – particularly when those tactics can end in tragedy. Its important to say no to underage drinking.

The multi-state actions announced today resolve allegations that Phusion marketed and sold Four Loko in violation of consumer protection and trade practice statutes.

Under the settlement Phusion will not:

  •  Promote binge drinking, drinking while driving, consuming an alcoholic beverage by means of a rapid ingestion technique or device, or underage drinking;
  •   Promote to consumers, wholesalers, distributers or marketers mixing its flavored malt beverages with products containing caffeine;
  • Sell, offer for sale, distribute or promote alcoholic products to underage persons;
  • Hire underage persons or actors under the age of 25, to promote alcohol products;
  • Hire models or actors for its promotional materials who are under the age of 25 or who appear to be under the age of 21;
  • Promote flavored malt beverages on school or college property, except at retail establishments licensed to sell alcoholic products;
  • Use names, initials, logos or mascots of any school, college, university, student organization, sorority or fraternity in Phusions promotional materials for its alcohol products; or
  • Distribute, sell, provide or promote merchandise bearing the brand name or logo of flavored malt beverages to underage persons. 

Additionally, Phusion has also agreed to:

  •  Not manufacture caffeinated alcoholic beverages;
  • Prevent the posting of, and promptly remove, from its websites and social media any postings that depict or describe the consumption of its caffeinated alcohol beverages, the mixing of its flavored malt beverages with products containing caffeine, or the misuse of alcohol;
  • Inform distributors and retailers that its flavored malt beverages contain alcohol;
  • Advise retailers to display its flavored malt beverages separate and apart from non-alcoholic products; and
  • Pay $400,000 to the states and the City of San Francisco.

The Attorneys General of Arizona, Connecticut, Idaho, Illinois, Indiana, Iowa, Kansas, Kentucky, Maine, Maryland, Massachusetts, Mississippi, New Mexico, New York, North Carolina, Ohio, Oregon, Pennsylvania, Tennessee, and Washington, and the City Attorney of San Francisco participated in the settlement.

Read more at: http://www.atg.wa.gov/pressrelease.aspx?&id=31992#.U0bqs61dVKZ

Utah leads out on underage drinking prevention in national average

Jan 30, 2014

SALT LAKE CITY — Ethan Fong is a typical Utah teenager.

He's a good student. He plays basketball in a city league with his buddies. He's a big Los Angeles Dodgers fan. He enjoys competitive fencing. He's working on his Eagle Scout award. He likes hanging out with friends.

And like the majority of kids in the state his age, he doesn't drink alcohol.

"It's never been something I wanted to do," he says, attributing his attitude about drinking to the influence of his parents and his Mormon upbringing.

When it comes to alcohol, Utah teenagers drink at much lower rates than the national average. That holds true whether they have ever tried alcohol in their lives, drank in the past 30 days or binge drank in the past two weeks. Furthermore, those rates have fallen or stayed flat since 2009.

"We're half of everything bad," Craig PoVey, prevention program manager for the Utah Division of Substance Abuse and Mental Health, likes to say about not just drinking but drug use as well.

For example, the 30-day use rate for Utah high school seniors was 14 percent compared to about 42 percent nationally, according to the 2013 Student Health and Risk Prevention report. The biennial state survey gauges alcohol and drug use among sixth-, eighth-, 10th- and 12th-graders in the state.

PoVey points to a list of risk factors that contribute to kids choosing to drink, including availability of alcohol, family conflict, trouble at school and peer pressure.

"We live in area where we are lucky, blessed, however you want to look at it, or very skilled at decreasing those risk factors in kids," he said.

Laws and policies that restrict access to alcohol, community attitudes and religiosity all play a part in that, PoVey said.

Controlling alcohol

As an alcoholic beverage control state, Utah strictly manages the wholesale and retail distribution and sale of liquor, wine and beer. The state Legislature makes laws and policies based on principles that attempt to ensure public safety, curb overconsumption and prevent underage drinking.

One of those laws is the so-called "Zion Curtain," a barrier in restaurants designed to shield children from liquor displays and drink mixing. State lawmakers created the separate preparation area as way to distinguish restaurants from bars.

The Utah House passed a bill last year to eliminate the barrier, but it stalled in the Senate. It's likely to come up again this year.

Opponents and proponents of the wall disagree about whether it helps reduce underage drinking. There are no studies either way.

But PoVey, who finds the term "Zion Curtain" offensive, said it is another way to keep children from being exposed to alcohol. Drink mixing is an art form with its shaking and stirring, and it's something that children don't need to see in restaurants, he said.

Glamorizing drinking or making it look fun are among risk factors that could lead young people to try alcohol, he said.

"Just because kids see it doesn't mean they're going to use it. There's no cause and effect in this," PoVey said. "But there are predictors, and the more predictors you have, the more likely the kid's going to do it."

David Jernigan, director of the Center on Alcohol Marketing and Youth at Johns Hopkins Bloomberg School of Public Health, said the alcohol barrier prevents some modeling of behavior, but he doesn't know anyone who's studied it.

"The more normalized alcohol is, the more integrated it is into the life around the young people, the more likely they will be to drink," he said. "Utah certainly gets a lot of points for not normalizing alcohol."

Higher use

Though teenage drinking rates are lower in Utah, there are pockets of the state where they hover around the national average.

Park City in Summit County is one of those places. Underage consumption in the county more than doubles state averages for regular alcohol use and binge drinking.

Kathy Day, a prevention coordinator with Valley Behavioral Health in Park City, attributed that to the area's diverse culture and residents whose attitudes about alcohol might differ from the state as a whole.

The U.S. Ski and Snowboard Association recently teamed up with ParentsEmpowered, Utah's underage drinking prevention initiative, to educate parents and youth about the dangers of drinking before age 21.

"Teens that drink are drinking to get drunk. They're not drinking to have a cocktail after work. They're not drinking a glass of wine with dinner. If they have the opportunity to get their hand on alcohol, they're drinking, and they're drinking a lot of it," said Park City police Chief Wade Carpenter.

More than a quarter of Utah children who drank alcohol in the past year say they got it at home with their parents' permission, according to the 2013 student health and risk study. And among those who drank liquor in their own houses, 40.5 percent say they did it with the approval of parents.

"Stopping underage drinking is an adult problem. It's not a kid problem," said Art Brown, a ParentsEmpowered board member and former longtime president of Mothers Against Drunk Driving.

Parental attitudes toward drinking influence the attitude and behavior of their children, according to the health survey of students in sixth, eighth, 10th and 12th grades in 39 school districts and 14 charter schools across Utah. The state Division of Substance Abuse and Mental Health oversees the survey.

Parental approval of moderate drinking, even under supervision, substantially increases the risk of the young person using alcohol, according to the survey. In families where parents involve children in their drinking, such as asking a child to get them a beer, it is more likely that their kids will drink before age 21.

The report showed that of children who thought their parents would find underage drinking "very wrong," only 4.5 percent had consumed alcohol in the past 30 days. It jumped to 29 percent among children who say their parents see it as "wrong." For those whose parents find it a "little bit wrong" or "not wrong at all," the figure went to 44 percent.

 

Read more at: http://www.deseretnews.com/article/865595005/Utah-leads-out-on-underage-drinking-prevention.html?pg=all

USSA joins effort to curb underage drinking

Jan 22, 2014

All eyes will be on America's top winter athletes as they compete in Sochi next month and it is a good bet a lot of youngsters will be looking up to those high-flying heroes as role models. The U.S. Ski Team, U.S. Snowboarding and U.S. Freeskiing organizations want to ensure those kids know that becoming a sports star means making responsible life choices in all areas, not just sports.

Last month they kicked off a partnership with ParentsEmpowered, a local campaign funded by the Utah Legislature to help reduce underage drinking through awareness and education.

With support from Utah Department of Alcoholic Beverage Control, the state Health Department, Utah Highway Patrol, Mothers Against Drunk Driving and others, ParentsEmpowered hopes to draw attention to the dangers of alcohol consumption by youths and to give parents the resources to help their kids make smart decisions.

Through the partnership, along with eye-catching signage and clever slogans, the groups hope to capitalize on the attention that will be focused on USSA's extremely successful skiers, snowboarders and aerialists.

With the growing popularity of the youth-oriented extreme sports culture, it's a good bet the message will have an impact. And it makes an important distinction for young aspiring athletes. While the athletes' fearless antics may look wild and reckless, they require split-second precision -- the first casualty of alcohol-consumption. Also, to attain that level of competition, the athletes must be in peak physical condition, also not compatible with drinking.

USSA's decision to support this worthy local campaign deserves community support, especially from parents of teenagers.

As the community learned a couple of months ago, when a large party was raided by law enforcement, local parents have lots of different approaches to teaching their children about alcohol consumption. And that is their prerogative. But no one can refute the facts that alcohol impairs everyone's judgment and, especially when mixed with youthful indiscretion, can lead to life-altering tragedies.

If you haven't already, log on to ParentsEmpowered.org to learn more and when you and your kids are cheering for the home team during the Olympics, slip in a comment that you've heard USSA team members say underage drinking is not cool.

Read more at: http://www.parkrecord.com/opinion/ci_24960775/editorial-ussa-joins-effort-curb-underage-drinking

U.S. ski, snowboard teams join campaign to prevent underage drinking

Jan 15, 2014

PARK CITY — Aside from their exploits on snow, young skiers and snowboarders have a reputation for throwing epic parties.

Alcohol might flow freely, and sometimes those looking for fun are too young to drink.

Luke Bodensteiner, executive vice president of the U.S. Ski and Snowboard Association, said every sports organization that deals with youths has to grapple with underage drinking.

In researching how to talk to ski and snowboard teams about the issue, Bodensteiner came across ParentsEmpowered, Utah's underage drinking prevention initiative. He invited its representatives to speak to coaches and staff at a USSA summit last spring, which spawned a partnership between the two organizations.

"This program provides direct benefit to the USSA in helping us to prevent underage drinking within our own team, and that's a challenge that all youth sports organizations here in Park City and across the state of Utah have to address," Bodensteiner said Tuesday during a news conference announcing the partnership.

"It's helped us make it a topic. It's helped us to be clear with our athletes about our expectations, and it's helped to provide them support in making strong personal choices that enhance their development as elite-level athletes," he said.

As part of the alliance, state liquor stores in Park City will put up signs with a message about the harmful effects of underage drinking. There are also plans for billboards and newspaper ads reminding parents to keep alcohol away from children.

About 40 percent of Utah kids who drink get their alcohol at home with permission from their parents, according to the 2013 Student Health and Risk Prevention survey.

Though declining slightly the past five years, regular alcohol use and binge drinking among teenagers in Summit County is double the state average, the survey shows.

Park City Mayor Jack Thomas said parents are the key to dealing with the issue.

"Parents supplying alcohol to their underage kids and their friends in their own homes is one of the most difficult obstacles we face in this community, Thomas said.

Though it might prevent drunken driving, it doesn't eliminate health risks to children or the increased likelihood for addiction, besides being illegal, he said.

Bodensteiner said he believes USSA's involvement in the campaign will not only help the ski and snowboard teams, but make an impact on young people in the Park City area and statewide who see the athletes as role models.

Read more at: http://www.deseretnews.com/article/865594156/US-ski-snowboard-teams-join-campaign-to-prevent-underage-drinking.html

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