Ad Campaign to Reduce Under-21 Alcohol Access and Consumption

Industry Observer with Retired

Ad Campaign to Reduce Under-21 Alcohol Access and Consumption 

Montgomery County Alcohol Beverage Services (ABS) is launching an ad campaign to raise awareness about the dangers of under-21 alcohol access and consumption. Starting this month, ABS will place public service advertisements on bus shelters and bus taillights to deter under-21 alcohol use and reduce adolescent access to alcohol.

The bus shelter ads will be placed near high schools and feature the phrase “under 21 drinking can lead to alcohol addiction.” The Ride On bus taillight ads will be placed on Upper County routes and feature the phrase “60% of kids who drink get their alcohol from family and friends.” Ads will run for six weeks and include a QR code that can be scanned for more information on reducing under-21 alcohol use and access to alcohol as well as other prevention resources.

“As a community we recognize that we have a responsibility to deter and reduce underage alcohol use,” said County Executive Marc Elrich. “Our actions as parents and caregivers can influence our children’s decision to experiment with alcohol. According to the Substance Abuse and Mental Health Services Administration, children are more likely to avoid substance use when they have a strong, trusting relationship with their parents or caregivers. So, I’m glad that ABS is taking this step to remind us to speak to our children early and often about the dangers of underage alcohol consumption.”

The Substance Abuse and Mental Health Services Administration states that under-21 drinking is associated with various negative consequences including the risk of developing future alcohol dependence. Under-21 drinking can also be influenced by the drinking behaviors of adult relatives, adults in the same household, and adults in the same community.

“Alcohol is the most commonly misused substance among young people in the United States,” said ABS Director Kathie Durbin. “Under-21 alcohol use contributes to risky behavior, lower academic achievement, altered brain development and the likelihood of future substance abuse, Parents, teachers and community members play a key role in deterring under-21 alcohol use and access.”

ABS developed the advertising campaign with a funding award from the National Alcohol Beverage Control Association. The ads are a part of the “Keeping It Safe” (KIS) public education campaign geared toward the hospitality industry and the community with educational material. KIS provides information on how to keep communities safe by raising awareness of the dangers of under-21 alcohol consumption as well as information on responsible alcohol service.

ABS is the alcohol wholesaler of beer, wine and spirits for Montgomery County and operates 27 retail stores throughout the County. In addition, ABS manages alcohol licensing, enforcement and education for more than 1,000 businesses. Generating more than $35 million in net income annually, its profits are used to pay down County debt with a large portion deposited in the general fund to pay for resident services that would otherwise be funded by County tax dollars.

This is a Montgomery County, Maryland announcement.


Alcohol Beverage Services to Launch Ad Campaign to Reduce Under-21 Alcohol Access and Consumption

Posted by

Roy Kelley, Retired, Former Associate Broker, RE/MAX Realty Group

Gaithersburg, Maryland  

Comments (9)

Brian England
Ambrose Realty Management LLC - Gilbert, AZ
MBA, GRI, REALTOR® Real Estate in East Valley AZ

I think that there are way too many rules, many of which aren't even enforced, and some that are enforced that shouldn't be, haha.  Being 21 in order to drink alcohol only seems to encourage people under 21 to want to drink, haha.  I like how they handle this sort of thing in other countries where children learn from a young age to drink responsibility.

Sep 21, 2023 04:48 AM
Wayne Martin
Wayne M Martin - Chicago, IL
Real Estate Broker - Retired

Good morning Roy. Nobody is going to stop under 21 alcohol consumption but this type of program can warn of the dangers and get through to many. A step in the right direction. Enjoy your day. 

Sep 21, 2023 05:22 AM
Dorie Dillard Austin TX
Coldwell Banker Realty ~ 512.750.6899 - Austin, TX
NW Austin ~ Canyon Creek and Spicewood/Balcones

Good morning Roy,

Montgomery County Alcohol Beverage Services is moving in a positive direction of getting some important information out there! It many not have the desired results they are after but it's an attempt.

Sep 21, 2023 05:31 AM
Nina Hollander, Broker
Coldwell Banker Realty - Charlotte, NC
Your Greater Charlotte Realtor

Good morning, Roy. I'm always torn on this subject. We let 18 year old's drive, vote, enlist in the army, etc. And yet we don't let them drink or smoke until they are 21... that forbidden fruit is always attractive, however.

Sep 21, 2023 05:42 AM
Lawrence "Larry" & Sheila Agranoff. Cell: 631-805-4400
The Top Team @ Charles Rutenberg Realty 255 Executive Dr, Plainview NY 11803 - Plainview, NY
Long Island Condo and Home Specialists

Roy, Although it's challenging to completely halt alcohol consumption among those under 21, programs like this can effectively educate about the risks and potentially reach a significant number of individuals!

Sep 21, 2023 07:33 AM
Kathy Streib
Cypress, TX
Home Stager/Redesign

Hi Roy- I have mixed feelings about this as well. We can send them off to war but they aren't old enough to drink!  Many are happy that their child isn't on drugs so they don't mind them drinking. 

Sep 21, 2023 06:58 PM
Roy Kelley
Retired - Gaithersburg, MD

Thank you very much for your comments. Your feedback is always welcome.

Sep 22, 2023 09:18 AM