Party hosts and people furnishing alcohol believe that they will not be caught or punished.

• Increase enforcement of furnishing and hosting laws (e.g., party patrols, shoulder-tap checks)
• Media campaign and/or media advocacy describing penalties for furnishing and hosting, and campaign on social host liability
• Work with media to publicize incidents of furnishers/hosts being caught and prosecuted

Community norms support the practice of adults hosting drinking parties for teens as an inevitable “rite of passage.”

• Social marketing campaign targeting community norms

Parents feel that their children will drink anyway, so they prefer that they are “safe” and drink at home.

• Social marketing campaign aimed at parents

Parents are not monitoring their home alcohol supply.

• Social marketing campaign aimed at parents

Low prices make alcohol accessible to youth.

• Alcohol tax increase

Clerks don’t check IDs.

Clerks do not know how to recognize fake IDs.

• Merchant education and clerk training
• Partner with retailers
• Compliance checks

Retail merchants laws are not enforced.

• Compliance checks

Lack of enforcement by police of underage drinking laws.

Lack of prosecution by judges of underage drinking laws.

• Enforcement of existing underage age drinking laws and prosecution of existing underage drinking laws

• Work with media to publicize incidents of underage drinking
• Partner with law enforcement and the District Attorney’s Office regarding prosecution

Alcohol use is promoted through advertising, movies, music.

• Restrict alcohol advertising

• Restrict alcohol-related promotional events in community settings

Peer norms favor alcohol use.

• Social marketing campaign targeting peer norms around substance use
• Education curriculum

Parent or sibling uses alcohol (or there is the perception that a parent or sibling uses alcohol).

• Social marketing campaign targeting family norms around substance use
• Education curriculum

Parental monitoring of their children (or perception of monitoring) is limited.

• Social marketing campaign targeting parental monitoring
• Education curriculum

Parental care or involvement with their children is low.

• Education curriculum

Perception of Harm

Perception of harm from alcohol use is low.

• Social marketing campaign targeting perceptions of harm
• Education curriculum