Rejecting Alcohol Sponsorship
Marin County Makes History

Marin County’s new permanent ban on alcohol sponsorship at the County Fair means that banners like this one (from 2004) will no longer appear at the event. (Click here for larger image)

Marin County, California, recently broke new ground by passing an historic ordinance banning alcohol sponsorship at the County Fair. The Marin County Board of Supervisors unanimously approved the proposal in February 2006-making it the first known ordinance of its kind in California, and possibly the nation.

The alcohol sponsorship ordinance is the culmination of several years of work to limit alcohol advertising and promotions targeting young people in Marin County. Led by the Marin Youth Health Advisory Council, a coalition of 11 community groups under the name Play Fair worked with the Fair organizers and the Board of Supervisors to first replace Miller Brewing Company as the title sponsor and then pass a permanent ban. The group focused on rejecting alcohol sponsorship as a way to address local youth drinking issues and improve community life, because "youth look at messages from advertisers and say 'I want to do that,'" according to MYHAC youth member René Sayles.

Overall, the alcohol industry spends almost $5 billion a year in the United States on promotions and advertising. However, as oversight and restrictions on traditional advertising media (print, radio, and TV) have increased, the alcohol industry has responded by shifting advertising to focus more on promotions and sponsorship at community events. Events like county fairs, cultural celebrations, sports and concerts become another way for alcohol companies to reach families and young people, who make up a large percentage of these events' attendees.

Almost 25,000 young people attend the County Fair every year-20 percent of the fair's total attendance. Recent research reinforces the link between youth drinking and alcohol advertising, showing that youth who live in a community with more alcohol advertising drink more. This research made the issue of alcohol sponsorship at the fair particularly salient for groups in Marin County, where 53 percent of 11th graders use alcohol regularly.

"This ordinance sends a strong message that we want the fair to be family friendly and youth friendly," said Gary Najarian with the Division of Alcohol, Drug, and Tobacco Programs in Marin County. Shailushi Ritchie, Advocacy Manager at the Marin Institute agrees with Najarian. "The sponsorship ban positions Marin County at the leading edge of communities that are taking a stand against the Alcohol Industry. It's a clear message: Marin County doesn't advertise beer to kids."

Want to reject alcohol sponsorship in your community? Contact Shailushi Ritchie, Advocacy Manager, at the Marin Institute: 415-456-5692.