Parenting Manuals on Underage Drinking

Abstract

Background: There is some debate over the efficacy of alcohol industry parenting manuals. Purpose: This study compares the content and focus of alcohol industry and non-industry “talk to your child about drinking” parenting manuals. Methods: Parenting manuals from Anheuser-Busch and Miller Brewing Company were compared to federal government and private health agency manuals (e.g., the National Council on Alcoholism and Drug Dependence and a joint project by the Department of Health and Human Services and the Ad Council). Independent reviewers read each page from the manuals and coded how frequently alcohol-related problems and potentially sensitive public health perspectives were mentioned. Tabulations were converted in rates of mentions per 1000 words. Results: Although the industry parenting manuals analyzed in this study advised parents to “get the facts,” they provided substantially fewer reasons why teens should not drink and showed significantly lower rates of mention for most problems compared to non-industry manuals. They also avoided potentially sensitive public health perspectives on underage drinking, whereas the non-industry manuals devoted considerable attention to these issues. Discussion: This preliminary study suggests that when alcohol companies control the alcohol education agenda, major omissions are made, only selected risks are communicated, and the public health dimensions of the problem are minimized. Translation to Health Education Practice: Health educators should be aware of the vast range of topic coverage and focus available in parenting manuals on underage drinking when considering use of such material.