Roanoke Times
                 Copyright (c) 1995, Landmark Communications, Inc.

DATE: WEDNESDAY, August 30, 1995                   TAG: 9508300027
SECTION: EDITORIAL                    PAGE: A-7   EDITION: METRO 
SOURCE: THOMAS M. SHERMAN
DATELINE:                                 LENGTH: Long

TEEN DRINKING

While we individually struggle with teen-age behaviors, as a society we have pretty much thrown up our hands and conceded failure. To be candid, the teen-age years are when we all develop many of our bad habits. Fast driving, ``hanging out,'' dropping out, etc., are all characteristic of this age and relatively little is known about why teens do these things. Even less is known about how to channel teen energies into activities less frightening to adults.

But, teens have also been discovered by corporate America as a huge opportunity - a ready market to exploit and a time to develop future customers. The recent controversy about tobacco illustrates well how important teens are as consumers. Simply put, as a society we not only allow but also support the sale of a known addictive carcinogen to teens. Arguments such as ``freedom of choice'' and ``First Amendment rights'' superficially obscure the real importance of the teen tobacco market. Tobacco is an industry producing huge profits, and the participation of teens is essential to keep the money flowing.

If tobacco is the No. 1 health problem in our country, then alcohol is probably No. 2. Alcohol also is an industry that depends heavily on teens for its huge profits. In addition to sports media and events, alcohol advertisement is a staple of every college campus. The message directed to teens is quite clear and simple - you can't have fun without alcohol, particularly beer.

Like smoking, controlling drinking is generally viewed as nearly impossible and so, as a society, we do nothing more than occasionally run meaningless messages about ``being responsible.'' The hypocrisy is clearly evident to all - even the teens. As a society, we have accepted that teens will die - some now and others later.

This is neither wise nor necessary. In fact, we do have choices that are realistic and effective. Here is one example from an article in The Journal of Research on Adolescence that provided a clever perspective on teen drinking. The authors conducted an economic analysis of the relations between the price of beer and teen binge drinking, college completion, and auto fatalities. Not surprisingly, there were several strong links. And an almost unbelievably simple but effective solution emerged.

Because federal taxes on alcohol have remained essentially unchanged since 1951, alcohol is comparatively less expensive now. However, state taxes have changed unevenly. Thus, because the manufacturers' prices are the same across all states, it was possible to study the effect of various beer taxation policies on teen auto fatalities. Beer was chosen for this analysis because it is the drink of choice for teens.

The general conclusion of these authors was that a clear inverse relation exists between the price of beer and adolescent auto fatalities. These authors estimate that if 1951 adjusted taxation rates were in effect for the past 10 years, more than 1,600 teen lives would have been spared annually. In addition, the incidence of ``frequent drinking'' would have dropped by 45 percent. This is an important result because early abuse appears to be a gateway to adult alcoholism.

A final issue these authors addressed was the magnitude of a tax that could produce such life-enhancing and life-saving results for adolescents. They concluded that increasing the cost of a six pack of beer by 14 percent - about 50 cents - would reduce fatalities by more than 1,600 deaths each year.

To be explicit, taxing a six pack of beer by about 50 cents would save more than 1,600 adolescent's lives, reduce binge drinking by more than 40 percent, and increase college completion rates every year.

This is only an economic projection. But these results are confirmed in other research on adolescents use of alcohol. The clear conclusion is that an increase in the price of alcohol will result in a decrease in adolescent consumption.

Now, what is the probability that concerned legislators will enact changes in taxation policies to save lives and enhance the welfare of children?

I predict there is no chance. Teens don't vote and probably wouldn't support such a tax in any event. I will not be surprised if this opinion piece is followed by objections to any increase in taxes on their products by beer manufacturers. In fact, this study already has been attacked by the alcohol industry using the same strategies as the tobacco lobby.

Primarily, they claimed that taxes aren't a cure for all problems. This, of course, is true. But I will be happy to accept a partial solution that saves more than 1,600 teen's lives each year even if adult beer drinkers have to pay 8 cents more for each can of beer. It is what a wise society that cares for its children would do.

Thomas M. Sherman is a professor of education at Virginia Tech. A version of this article was broadcast on public radio station WVTF.