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Alcohol-Branded Apparel Linked to Adolescent Drinking
Date:3/2/2009

ctions that will be effective in keeping this merchandise out of the hands of children. The most effective method is to get the companies to stop making this merchandise, he said.

"There should be pressure put on these companies," Jernigan said. "If you are producing stuff, so much of which ends up in the bodies of an audience that's not the target of your marketing, I hope you would think twice."

However, the company that makes Budweiser products defended its marketing approach.

"We direct our marketing to our customers, adults 21 and older. Our promotional clothing and merchandise are intended for adults, come in adult sizes and are placed in adult sections of stores," Carol Clark, vice president of corporate social responsibility at Anheuser-Busch Inc., told HealthDay.

"When it comes to preventing underage drinking, we should focus on restricting youth access, not censoring advertising and marketing. According to government research, teens who drink report primarily getting their alcohol from parents and other adults," Clark added.

"That's why Anheuser-Busch and our 600 wholesalers nationwide provide programs that encourage parents to talk with their children about underage drinking, remind parents not to buy alcohol for teens or provide it to them at parties, help train retailers to spot fake IDs to prevent sales to minors, and support law enforcement officials in enforcing the law," Clark said.

More information

For more information on alcohol abuse, visit the U.S. National Center on Alcohol Abuse and Alcoholism.



SOURCES: Auden C. McClure, M.D., M.P.H., pediatrician, Dartmouth Hitchcock Medical Center, Hanover, N.H.; David H. Jernigan, Ph.D., associate professor, Johns Hopkins Bloomberg School of Public Health, Baltimore; Carol Clark, vice president, Corporate Social Responsibility, An
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Alcohol-Branded Apparel Linked to Adolescent Drinking
Alcohol-Branded Apparel Linked to Adolescent Drinking
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