Case 8.2: Alcohol Advertising : The College Focus

The issue of he ads targeted at college students has become an increasingly sensitive one because fatal injuries related to alcohol use climber from about 1,500 in 1998 to more than 1,700 in 2001 among U.S. College atudents aged 18-24.

Alcohol consumption can cause bad effect, so many accidents related to drunken states.

Because of the increasing numbers of college-age drinkers, accidents, and fatalities reseacrhers in the field have proposed the following remedies :

1. Greater enforcement of the drinking age.

2. Higher taxes on beer to make it prohibitively expensive for college students.

3. Greater availability of counseling programs for college students who are having difficulty with binge drinking or curbing their use of alcohol.

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