Be A Jerk

Alcohol Industry

Those Who Make, Sell and Market Alcohol Can Be a Jerk

The alcohol industry has a kuleana to make certain that it's not luring children to drink through its marketing. Responsible advertising design and placement can help prevent underage drinking by meeting these criteria:

  • The messaging of alcohol campaigns does not show alcohol as a "rite of passage" from childhood to adulthood or as essential to achieving popularity, social success or a fulfilling life.
  • The placement of alcohol advertising, promotions and other means of marketing do not disproportionately expose youth to messages about alcohol.
  • Alcohol products are not designed or advertised to appeal to young people.
  • Alcohol marketing does not portray that young people need to learn to drink or that there is some type of alcohol that is acceptable for young people.
  • The content and design of alcohol webites and online advertising are not made to appeal to teens.
This website is made possible by funding through the City and County of Honolulu, The State of Hawai'i Department of Health, and the Substance Abuse and Mental Health Services Administration – Center for Substance Abuse Prevention Strategic Prevention Framework – State Incentive Grant Number SPO13944.