"Young people are vulnerable. They need to be protected. They need to grow up without being drawn into something that can ruin their life, change their future and lead to alcohol dependence," said WHO Director-General Gro Harlem Brundtland. "Someone has to take a stand."

Brundtland said in this technological age, liquor companies are able to target impressionable young people. "Look at most Web sites for alcohol products -- they are clearly attempting to attract the young, with computer games, competitions, and offers of prizes and teenage fashion shows," she stated.

Brundtland urged governments to band together to protect children from the dangers of alcohol. "In these times of globalization, what used to be national decisions now have to be taken across borders," she said. "By mixing alcohol with fruit juices, energy drinks and premixed 'alcopops,' and by using advertising that focuses on a youth lifestyle, sex, sports and fun, the large alcohol manufacturers are trying to establish a habit of drinking alcohol at a very young age."

WHO Regional Director Marc Danzon said policymakers should focus on counteracting the glamorous image of alcohol promoted by multinational liquor companies. "We need to raise understanding among young people that consuming alcohol is no different to consuming a drug," he said. "More and more it is seeming that as a product alcohol is being used like a drug."

Brundtland added that governments should make alcohol a top priority on their health agenda. She also called for an international review of the marketing and promotion of alcohol to young people. A special strategic advisory committee on alcohol will be established by WHO to focus on this review.

COMMENTS ON THIS ARTICLE:

SUBMIT A COMMENT:

Note: Comments are now held for moderator approval. More info

Name:
Comment: (limit 250 words)
Enter this word (help):	Change

GUIDELINES: 
Please keep comments on-topic, courteous, clean, non-commercial, and within the word limit.
Read the complete guidelines