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From the San Diego Alcohol Survey (2001) •
Presented in March, 2002 |
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an Diegans
consider drinking by youth under 21 to be a serious local
problem, and they believe that the promotional practices of
the alcohol industry contribute to underage and excessive
drinking, according to a comprehensive telephone survey
commissioned by the nonprofit Institute for Public Strategies
(IPS). |
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The poll was
designed to gauge both public opinion on alcohol issues in San
Diego and public support for some of the County’s initiatives
to prevent alcohol-related problems. The survey results in
this fact sheet pertain to a set of questions about underage
drinking and the promotional efforts of the alcohol industry. |
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Methodology |
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The
poll of 750 county residents 18 years of age and older
was conducted randomly by the Washington, D.C.-based
firm of Penn, Schoen & Berland Associates between Dec. 1
and 9, 2001. The results are representative by
ethnicity, age, gender, income and geography. Residents
had the option to conduct the interview in English or
Spanish. The survey sample’s margin of error is +/-
3.5%. IPS commissioned the poll under contract with the
County of San Diego Health and Human Services Agency,
Alcohol and Drug Services |
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| Summary
of Findings |
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Residents of San Diego County
overwhelmingly consider underage drinking to be a
serious problem. San Diegans believe that the alcohol
industry influences youth to drink, and to drink
excessively, through its promotions. They also believe
that the alcohol industry influences specific other
groups to drink, like minorities and lower-income
residents, and that the “responsibility” message of
alcohol producers is mainly intended to improve their
image and promote themselves as good corporate citizens.
Finally, San Diegans do not think politicians should
accept donations from the alcohol industry, and they
believe such contributions affect how politicians vote. |
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| CONCERN
ABOUT UNDERAGE DRINKING |
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More than 6 out of 7 residents of San Diego County
(86%) say underage drinking in the region is a
serious concern, and a majority (55%)
consider it to be a very serious problem.
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PERCEIVED GOALS OF ALCOHOL PROMOTIONS |
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Most San Diegans do not believe that the alcohol
industry promotes its products only to those of legal
age. By a nearly 3-to-1 margin, residents say that beer
and liquor companies advertise to youth under 21 as well
as adults (70%) rather than to adults only (26%).
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Of
those who think underage drinkers are targeted by beer
and liquor companies, nearly 8 out of 10 residents
believe that it is on purpose (77%) and not by accident
(16%).
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More than 4 out of 5 residents (83%) agree that the
alcohol industry’s ads use sexy women to draw
people to their products.
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More than 7 out of 10 residents (73%) agree that beer
and liquor companies target underage college students
with their ads.
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Nearly 4 out of 5 residents (78%) agree that the
industry places promotions at sports events to
attract a young, male audience.
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PERCEIVED EFFECTS OF ALCOHOL PROMOTIONS |
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7
out of 10 residents (70%) say advertising, marketing
and promotions by the alcohol industry influence
people under the age of 21 to drink, and almost 9 in
10 (87%) think those practices are a factor in
influencing young people to try alcohol.
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More than 4 out of 5 residents (82%) agree that
advertising that associates drinking with fun, sex,
glamour and social acceptance entices young people
to drink alcohol.
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More than 7 out of 10 residents (74%) agree that
alcohol company sponsorship of sports and musical
events at colleges encourages young people to
drink.
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More than 7 out of 10 residents (72%) say advertising,
marketing and promotions by the alcohol industry are a
factor in influencing young people under the age of 21
to drink excessively. And about 1 in 3
residents (32%) say those practices are a major
factor.
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Among the alcohol industry practices that San Diegans
say contribute to excessive underage drinking
are spring break promotions (47%),
advertising that glamorizes alcohol use (45%),
sponsorship of college-related events (39%) and
ads with sexual themes (38%).
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TARGETING OTHER SPECIFIC GROUPS |
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More than 7 out of 10 San Diegans (73%) say the
alcohol industry targets specific groups other than
underage youth with its ads. Specific groups that
receive the most mention include people living in
poorer neighborhoods (37%) and minorities
(35%).
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2
out of 3 residents (66%) believe that these specific
groups are negatively affected or harmed by being
targeted by the alcohol industry.
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THE INDUSTRY’S PERCEIVED MOTIVES |
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More than 7 out of 10 residents (72%) agree that the
“responsibility” message of alcohol producers is
intended to improve their image and promote themselves
as good corporate citizens.
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Nearly 7 in 10 San Diegans (69%) agree that when beer
companies talk about “responsible drinking,” they’re
“just trying to avoid getting sued like the tobacco
companies.”
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More than 6 out of 10 San Diegans (61%) agree that
beer and liquor companies talk about “individual
responsibility” because they want Americans to
overlook the role they play in encouraging young
people to drink.
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ALCOHOL DOLLARS AND POLITICS |
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Almost 7 in 10 residents of San Diego (68%) think it
is inappropriate for politicians to accept donations
from the alcohol industry.
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7
out of 10 San Diegans (70%) think contributions from
the alcohol industry affect the way politicians vote.
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A nonprofit organization with local
and national projects advancing public health
through changes in policy and community norms, the
Institute for Public Strategies has offices in San
Diego and Ventura, California; Bozeman, Montana;
and Tijuana, Mexico. |
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For more information about the San
Diego Alcohol Survey and related topics, call
(619) 296-3311 or email
info@publicstrategies.org |
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