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Denniston, R. (2015). Commentary: The land of insurmountable opportunities. The International Journal Of Alcohol And Drug Research, 4(2), 97-99. doi:http://dx.doi.org/10.7895/ijadr.v4i2.207Much is known about how to change alcohol policy to reduce harm, but despite the evidence little action has been taken at thenational level in the United States. Government officials have shown little interest in putting prevention research results to work.The influence of the alcohol industry on policy-makers combined with free market ideology has thwarted change despite theefforts of advocacy groups working to reduce harm. The role of the alcohol industry at the national and international level servesas a powerful deterrent to policy change.

This article describes and reflects upon efforts to generate greater support for media literacy and critical thinking within the strategies and programs of the Federal government, primarily in agencies with an interest in youth substance abuse prevention. Additionally, some of the inherent challenges and obstacles that impacted the ability to expand these efforts are discussed.

Beverage alcohol is the most widely used, enjoyed, and abused addictive substance in the United States. Alcohol related problems — which range from alcoholism, cirrhosis, trauma, and criminal behavior to birth defects, cancer, and other long-term health problems — result in an estimated 100,000 deaths and cost the American society more than $135 billion each year. Alcohol abuse is the leading health and safety problem in the African-American community, making its health and social consequences especially severe. Given this backdrop, there are compelling reasons to be concerned when alcohol producers target African Americans with special advertising and promotions. It is important to examine the marketing and advertising practices of alcohol producers as they relate to African-American communities and their potential impact on alcohol-related behaviors.