brand. Together with the advertising data collected and reported in accord with the recommendation set forth above, this information would enable the public to judge whether a company’s marketing practices are attracting disproportionate numbers of underage consumers, whether wittingly or unwittingly. In such situations, the public will be in a position to bring market pressure to bear on the relevant company. And, of course, if the data suggest intentional targeting, or reckless disregard for the effects of the marketing on underage drinking, regulatory intervention might be undertaken.

Colleges and universities should ban alcohol advertising and promotion on campus. Currently, 72 percent of colleges and universities prohibit on-campus alcohol advertising and 62 percent prohibit industry sponsorship of athletic events. The Congress (by “sense of the Congress resolution”), the Department of Health and Human Services, DISCUS, and the Wine Institute have urged all colleges and universities to adopt these policies. It should be emphasized, again, that this recommendation is not predicated on the argument that banning the advertising will, in itself, reduce the prevalence and intensity of drinking among underage college students. Instead, the objective is to declare and affirm colleges’ genuine commitment to a policy of discouraging alcohol use among underage students.