Despite clear regulations prohibiting the sale of alcohol to minors, underage drinking continues to be a public health concern. While there is a general belief that these rules are widely respected, recent data suggest that this is not always the case, underlining the need to strengthen prevention, control and awareness efforts within the community.
After a series of workshops held in schools, the JA PreventNCD team at Instituto de Investigación Marqués de Valdecilla (IDIVAL), together with the Directorate General of Public Health of the Cantabria Regional Ministry of Health, analysed surveys completed by students. The findings were significant and concerning: 13% of the minors surveyed reported having purchased alcohol in commercial establishments while underage. This result raises an important question: if the regulations are clearly established and well known, why are they not always complied with?
In response to these findings, the campaign “We Do Not Sell Alcohol to Minors. Don’t Even Try, the Answer Is No” was launched by the working team in Healthy Living Environments. The initiative aims to prevent alcohol consumption among minors and to reinforce compliance with existing legislation. Its main objective is to involve retail establishments directly by placing clearly visible posters that remind customers and staff that selling alcohol to minors is strictly prohibited by law.
The campaign has already been implemented in the municipalities of Santa Cruz de Bezana, Novales, Argoños and Castro Urdiales, with the collaboration of supermarkets, local businesses and town councils. This coordinated approach reflects a strong institutional and community commitment to protecting the health and wellbeing of children and adolescents.
Campaign labels in Argoños
In Santa Cruz de Bezana, the Mayor personally visited commercial establishments, going from shop to shop to deliver the campaign posters by hand. During these visits, the Mayor explained the objectives of the campaign directly to retailers, emphasising the importance of their role in preventing underage alcohol consumption. This action was recorded and used to create a promotional video, which helped increase the visibility and impact of the initiative among both businesses and residents.
In addition, the campaign has been promoted through large retail chains. In the well-known Lupa supermarkets in Cantabria, the campaign message has been displayed on in-store digital screens, ensuring that a wide audience of customers is reached and reinforcing the message in everyday shopping environments.
Campaign message displayed in Lupa supermarket
Beyond reminding the public of the law, the campaign promotes a shared sense of responsibility. Protecting the health of children and adolescents requires the active involvement of public institutions, retailers and families alike. This coordinated effort demonstrates that preventing alcohol consumption at an early age depends not only on regulations, but also on strong community involvement and collective action.
Authors
Alejandra Ugarte, María Paz Zúñiga, María Emma del Castillo, María Antonia Rueda, Ana Paula Medina
Instituto de Investigación Marqués de Valdecilla (IDIVAL), Spain