Why social marketing? Because knowledge is not enough to deter secondary supply of alcohol to minors

Australian teenagers are increasingly drinking at risky levels, defined as consuming seven or more alcohol drinks on a single day for males, and five or more for females (White and Smith, 2012). Alcohol consumption by adolescents presents serious health and social problems unique to their age group (Lubman, Yucel and Hall, 2007; National Centre on Addiction and Substance Abuse, 2002). A significant factor contributing to underage drinking is the 'secondary supply' of alcohol to minors (i.e. the supply of alcohol to minors by persons other than licensees/staff employed by licensed premises, such as parents, siblings and older peers). In a recent survey of NSW students aged 12-17 years, parents were reported as the most common source of alcohol supply for those who had consumed alcohol in the past seven days (NSW Department of Health, 2008). Secondary supply by parents for consumption in private settings is legal in most states of Australia including New South Wales (NSW) (Liquor Act 2007 No 90). We undertook a survey in three Local Area Commands (LACs), in collaboration with NSW Police, to identify knowledge, awareness and attitudes of parents and young people towards the supply of alcohol to minors and to explore the extent to which secondary supply laws act as a barrier to supply to minors.