42% of our young people aged 15 to 17 states that the risk of drinking is worth it. With this model that systematically leads them to get drunk we must be aware that we have a problem. The fact that the drinking age starts at thirteen should lead us to think that the problem is a serious one. We are all responsible for this. I mentioned in my introduction how we as a company could contribute, but it is inevitable when working on these projects to think as a mother, as a father, as a citizen or simply as a person. And for this reason, every time the project is reviewed there is a corresponding brainstorm of reflections and comments. This is both complex but also useful, since after questions and debates we can define positions.
As a company, it is clear to us that it is a multifactorial social problem that requires EVERYONE’S involvement. We know that there is still work to be done to improve those aspects on which we can make an impact; the training of our employees, the greatest possible control in the sale of alcoholic beverages, and getting the most appropriate messages across through our commercial or corporate communications, contributing to modify the perception of normality in terms of consumption.
However, this contribution is a small part of this great puzzle that would be reduced to nothing if there is no greater control over the stores that are outside organized distribution, and if we also ignore the different e-commerce models where there are no reliable controls. The legislator must take them into account from the moment in which the online purchase is made until the delivery of the order. Greater control must also be applied in the leisure sector.
We must also reflect on whether the permissiveness, or sometimes the promotion, of local entities in the face of events that clearly entail alcohol consumption is too broad. Even more so if we do not get involved as parents or family, if we do not transmit models and values that move away from alcohol consumption as adults. Changing a fashion is a difficult task, but even more so is changing a culture.
Regulating accessibility and advertising involve controlling a small grain of sand that will not solve the problem. The solution must be comprehensive and involve all parties in one way or another. Of course it is not easy for the legislator, but if the debate is sensible and if we really care about our children there must be a reasonable meeting point for everyone.
At DIA we want to contribute and we want to do so without demonizing products, markets or criminalizing minors, because we never tire when we say that #menoressinalcohol, #unretodetodos #menoresniunagota.