The “Talk. They Hear You.” campaign aims to reduce underage drinking and other substance use among youths under the age of 21 by providing parents and caregivers with information and resources they need to address these issues with their children early and often.

The three major factors that influence underage drinking are the attitudes of peers, family, and the media. The state in which a person's mental and physical abilities are impaired by alcohol or another substance is intoxication.

Young people in markets where there is a saturation of alcohol advertising tend to keep increasing their drinking over time to the point that they consume an average of 50 drinks per month by age 25. 4 The bottom line is, the more advertising young people see, the more they drink.

Disruption of normal growth or sexual development. Physical and sexual violence. Increased risk of suicide and homicide. Alcohol-related motor vehicle crashes and other unintentional injuries, such as burns, falls, or drowning.

Adult alcohol and other drug education programs promote responsible drinking behaviour and teach people about the risks of certain drugs. Education programs can also be tailored to specific population groups, places or communities.

Advertisers can run ads that promote alcohol as long as they:

• Follow the targeting requirements for the location of the audience.
• Don't target people under the age of 18.

Both internal and external factors contribute to the development of alcoholism. Internal factors include genetics, psychological conditions, personality, personal choice, and drinking history. External factors include family, environment, religion, social and cultural norms, age, education, and job status.

3 types of alcohol consumption

• Light or social drinkers: They drink on occasions and generally do not face any problems or negative consequences.
• Moderate drinker: Light drinkers may change to moderate drinkers when they drink more often.
• Heavy drinkers: These people are addicted to alcohol.

Alcohol advertising's creative messages should not be designed to appeal to people under the age of 21, for example, using cartoon characters as spokespeople is discouraged. Advertising cannot promote brands based on alcohol content or its effects. Advertising must not encourage irresponsible drinking.

Peer pressure. This is among the most common reasons for underage drinking. As kids enter their teens, friends exert more and more influence over the choices they make. Desperate to fit in and be accepted, kids are much more likely to drink when their friends drink.

Alcohol is linked to mental health problems. As young people transition from childhood to adolescence, they experience dramatic social and emotional changes. Adding alcohol to the mix can be devastating. Underage drinking often goes hand-in-hand with higher rates of depression, anxiety, and suicide.

Prevalence of Lifetime Drinking According to the 2021 National Survey on Drug Use and Health (NSDUH), 13.4 million people ages 12 to 20 (34.4% in this age group) reported that they have had at least one drink in their lives. This includes: 6.4 million males ages 12 to 20(31.9% in this age group)