As your child matures and you make the journey through the many stages in their lives -- their first words, first steps, a farewell to diapers, the car seat, and then the booster seat -- you recognize that these events happen as a result of your hard work, all in an effort to raise a healthy, happy and safe child. The major obligation you have to your child is to teach them along the way. You told them "Don't take candy from strangers," and "buckle your seat belt." It probably wasn't difficult to explain why. Although it can be tough when you think about talking to your teen about alcohol, it doesn’t have to be. Your kids need to understand the dangers, including the physical, legal and emotional ramifications. Alcohol and your teen can be a dangerous or deadly mix. What you say now is important and necessary for their well-being.
            "They're going to eventually be able to drink legally, and even if they are doing it before then, you want to make sure they're doing it responsibly,” says Cynthia C. of Brighton, who has two adult children and one tween. Although you can't see into the future, you can lay a solid foundation for your child to make good decisions about alcohol with education, conversation and explanation.
     
To Market, To Market    
Your children are exposed to alcohol at very young ages through a variety of mediums. Whether frequently or in moderation, children watch adults consume alcohol at home, socially, and at family gatherings. They see alcohol prominently sold in grocery stores and gas stations, and promoted in television advertising.  Teens are surrounded by colorful, flamboyant and often influential commercials for alcohol during prime-time shows and sporting events. Kids who are fans of NASCAR driver Dale Earnhardt Jr. see Budweiser emblazoned as prominently on his racecar as the number "8". In contrast, tobacco advertising not only has largely disappeared from the family friendly sport, but driver Jeff Gordon is sponsored in part by Nicorette®, one brand of gum made to help people kick the habit. Whether beer and alcohol sponsors stay the course in this venue may just be a question of time. But for now, it is a matter of big money and many parents may not give a second thought to the fact that their 8 year old is wearing a red hat advertising Budweiser® right along with Dale Jr. Alcohol advertising in many professional sports is pervasive and unavoidable to the young eye. But there are many ways to ensure that youth perception of the messages isn't misunderstood.
            "You can't avoid that kind of advertising right now," says Jennifer Faringer, Director of DePaul's National Council on Alcoholism and Drug Dependence in Rochester. "But we have the tools to help parents and youth become more aware by engaging in our media literacy education," adds Faringer. Knowledge is power.

Get Smart
How does a young child differentiate between what is harmful and what is appropriate use of alcohol?
            One of your first lines of defense against alcohol use or abuse is knowledge and information. A 2005 survey of New York students in grades 9-12 showed 25% had their first drink before age 13, and 43% had at least one drink on one or more occasions in the past 30 days. A 2006 report by the HEART Coalition for a Drug-Free Rochester cites the Monroe County Youth Risk Behavior Survey in which more than a quarter of youth surveyed reported having drank one or more drinks of alcohol (other than a few sips) before the age of 13. The survey also reported that about one quarter of young people said that in the past month they rode in a car driven by someone who had been drinking.
            Although it may be tough for parents to comprehend, children as young as 5 years old are conscious of alcoholic beverages, regardless of social or economic background.
            While efforts aimed at discouraging children from using harmful illegal substances continues to gain momentum, there are significantly fewer mainstream warnings against the use of alcohol among teens.  
            As alcoholic beverages mixed with lemonade or fruit juices garner a growing portion of alcohol sales, beverage makers are mixing a dangerous drug that may be much more appealing to a younger palate.

What does Alcohol Mean to You?
Your own attitudes about alcohol consumption will invariably play a role in how you talk to your child about its use and misuse. Many parents view alcohol use by kids as an inevitable and unavoidable rite of passage. Others believe that allowing their children to have a drink at home on special occasions will help them learn to drink responsibly. Still others have a "zero tolerance" for alcohol use at all. Whatever your position, you need to be clear about what your attitude is about alcohol, and be prepared to have a direct dialogue with your child before they are exposed to it outside your supervision.

Truth & Consequences 
Your child needs to know that he can trust you. He needs reassurance that you'll answer his questions honestly and without fear he'll be creating an unpleasant situation. Confiding uncomfortably honest details about a friend's use or his genuine uncertainty requires listening without judgment. If he worries that you'll be angry because he is wondering about alcohol, he'll avoid communicating his feelings to you. Demonstrate a willingness to listen to him as well as express your viewpoint.  Explain your concerns, fears and experiences with age appropriate consideration.
            Give them the facts. If your teenager knows he'll lose his license or car if he drinks and drives, that's a powerful message. The thought of losing his driver's license might make him think twice if the situation ever arises, sometimes even more so than the possibility of having a car crash, unfortunately. Offer a few examples of consequences such as personal injury and alcohol's impact for altering learning capacity.
            "Parents have an opportunity and responsibility to talk to their kids about alcohol and drugs at an early age.  Let them know clearly your expectations and guidelines.  When your teen is attending a party, don't be afraid to call the hosting parents to ensure that they will be providing a safe and alcohol and drug free environment for your child," says Faringer.
            Early education and intervention build a solid foundation for your child to lead a healthy lifestyle instead of going along with what "everyone else is doing" when alcohol is involved. 
            By implementing education and open communication before they're tempted to experiment you'll instill a foundation for them to make solid decisions.  Knowing the risks and consequences of alcohol use will help them make safe and healthy choices.