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Alcohol Justice Highlights Dangers of Alcohol Advertising

In a significant statement released on February 6, 2025, Alcohol Justice has condemned the exposure of approximately 30 million underage youths to alcohol advertisements aired during the much-anticipated Super Bowl LIX, which took place in New Orleans. The organization is deeply concerned about the adverse effects such marketing practices have on minors, particularly in fostering early alcohol consumption and escalating health risks associated with drinking.

Cruz Avila, the Executive Director of Alcohol Justice, expressed his dismay, stating, "It's deeply troubling that alcohol companies exploit major sporting events like the Super Bowl to promote their products to impressionable audiences." He highlighted that this strategy endangers the health and safety of young viewers and undermines ongoing public health efforts aimed at reducing underage drinking and the harmful consequences of excessive alcohol consumption.

Research consistently shows a direct link between exposure to alcohol advertisements and an increased likelihood of adolescents initiating alcohol use. Moreover, for those who already consume alcohol, such advertisements can encourage higher quantities of drinking. The pervasive marketing of alcohol during prominent events like the Super Bowl normalizes drinking culture and romanticizes it, making it appealing to younger demographics while presenting risks for those who struggle with substance use disorders.

Michael Scippa, the Public Affairs Director at Alcohol Justice, also commented on the alarming trend, mentioning, "The association of alcohol with sports creates a dangerous narrative that drinking is integral to enjoying athletic events." This narrative misleads young viewers into believing that participation in sports is inextricably tied to alcohol consumption, which in turn fosters an environment where alcohol misuse is accepted and celebrated.

In response to these trends, Alcohol Justice is advocating for tighter regulations on alcohol advertising, particularly during sporting events likely to attract underage audiences. They propose implementing policies that reduce underage exposure to alcohol marketing by restricting alcohol ads during televised athletic events and prohibiting sponsorships that connect alcohol brands with sports teams, renowned athletes, or major sporting events.

"Protecting our youth and other vulnerable viewers from the harmful effects of alcohol advertising is a collective responsibility," Avila concluded. He called upon policymakers, broadcasters, and the alcohol industry to take action in 'Freeing Our Sports' from all alcohol advertisements. By prioritizing public health over profits, it is possible to establish measures that limit alcohol marketing exposure, specifically to younger audiences.

Alcohol Justice operates as a nonprofit organization dedicated to preventing alcohol and drug-related harm through advocacy informed by empirical evidence and community organization. Their commitment to this mission aligns with the need for conscious efforts to protect youth from potentially harmful marketing.

For more information about Alcohol Justice’s ongoing projects, initiatives, and advocacy efforts, please visit their official website www.alcoholjustice.org.