Rise in Underage Alcohol Consumption

Alcohol ads have a direct link to the 20 percent of America’s alcoholic beverages consumed by drinkers under the age of 21, says the first ever long-term study released Monday by Leslie Snyder, Ph.D., and colleagues of the University of Connecticut in Storrs.

The study contradicts former claims by the alcohol industry that alcohol advertising only affects those over the age of 21 and simply causes brand switching among the young drinkers.

The study found that for every extra alcohol advertisement viewed per month by an individual, their alcoholic beverage consumption rose by one percent.

For every dollar spent per capita per month on alcohol advertisements caused alcohol drinking among the interviewees to rise 3 percent. Subjects peaked at consuming 50 drinks per month by the age of 25 in heavy markets where $10 per capita per month was spent on alcohol advertising.

"There is ample evidence that youth across America are consistently seeing and hearing more alcohol advertising per capita than adults on TV and radio and in print," said Dr. Jernigan. "This study shows alcohol ads are a contributing factor in youth drinking, and that the more alcohol ad spending there is per capita in a market, the more kids drink.

Archives of Pediatrics article here (citation:Arch Pediatr Adolesc Med. 2006;160:18-24)  Jernigan's editorial:  "Importance of Reducing Youth Exposure to Alcohol Advertising", Arch Pediatr Adolesc Med. 2006;160:100-102.

Alcohol Deaths: Why?
College Alcohol Ills
Alcohol Overdose Deaths 2004
Alcohol Overdose Deaths 2005

Ignorance:

A standard "drink" then is 12 ounces of beer or wine cooler, 8 ounces (1 cup) of malt liquor, 5 ounces of wine, or 1.5 ounces of 80-proof distilled spirits.   

The general rule of thumb used in defining "moderate drinking" is one standard drink per hour, no more than three standard drinks in a 24-hour period, on no more than two occasions in any seven day period. The body can metabolize (process or break down) 1/2 an ounce (or 14 grams) of ethanol per hour, which works out to a decrease of about BAC 0.015 per hour. Recall that a "standard" drink contains 12 grams of ethanol. That means the average person can metabolize about one standard drink per hour. For every drink a person consumes, he or she must let an hour pass without taking in any more alcohol before being sober.

A  recent study found  that college kids routinely overestimated what is a standard drink--by an order or two or more.  If Joe College says, "I had four or five drinks", the actual alcohol load taken on might be 5 ounces of ethanol, or 10 drinks.  If Joe College weights about 170 and rammed that down in two hours, his BAC might be 0.10 or more.  If you are at a keg party  , the cups are either (commonly) 16 or 22 ounce cups.  These are often used for mixed drinks as well. 

The blood alcohol charts at Brad 21 will help you understand that the kind of drinking on campus isn't "moderate" or "social" drinking--it is designed to get the drinker into an altered state of consciousness.

Unfortuately, that can lead to death.  Rapid binge drinking (which often happens on a bet or a dare) is especially dangerous because the victim can ingest a fatal dose before becoming unconscious. The Iowa State blood alcohol concentrations are also very helpful.

Emergency Medical Services Authority notes the symptoms of potentially fatal alcohol poisoning: Mental confusion, stupor, coma, unable to rouse the person.

• No response to pinching the skin.
• Vomiting and/or defecating and/or urinating   while sleeping or unresponsive
• Seizures
• Slowed breathing (fewer than 8 breaths per minute)
• Irregular breathing (10 seconds or more between breaths)
• Hypothermia (low body temperature), bluish skin color, paleness

Alcohol Poisoning Requires Immediate Medical Attention

Drinking black coffee, taking a cold bath or shower, or sleeping or walking it off cannot reverse alcohol poisoning. The victim must have immediate medical attention. Call 911, stay with the victim to prevent him choking on vomit, and tell emergency personnel how much alcohol the victim drank.

There are a number of foundations that memorialize young people who have died of alcohol poisoning :

Taylor Webster memorial foundation.  Taylor died of alcohol  poisoning at age 19-- Now his family and friends are working  to get the message out, telling their stories and providing  information on alcohol poisoning and the signs and symtoms  of alcohol poisoning in hopes that lives will be saved.

Bradley McCue's memorial foundation.  On November 5, 1998  Bradley turned 21. turned 21. He celebrated  his birthday in a way that has become increasingly popular, drinking "his  age in shots". That amount of alcohol was lethal and he died  that night of alcohol poisoning.

Samantha Spady's memorial foundation. A 19-year old student at Colorado State University, Spady died of alcohol poisoning on September 5, 2004, "an unintentional tragedy."  The Spadys say the SAM [Student Alcohol Management] Spady Foundation will develop peer-to-peer counseling and other services meant to reduce the risk of alcohol abuse.

Gordie Bailey's memorial foundation.  (1)  to educate the public about alcohol poisoning; (2) to identify steps parents and students can take to
prevent such tragedies;  (3) eradicate fraternity hazing in any form.

Kimberly Ostien's memorial foundation.  Kim, age 18, died on November 25, 2003 in her dorm room at Neumann College, Aston, PA from alcohol poisoning.