Some Adolescents More Likely To Use Drugs After Viewing Ads, Federally-Commissioned Report Says
Washington, DC: Advertisements paid for by the federal government to deter teens from using drugs may actually be encouraging some viewers to experiment with marijuana, according to statements made by White House Drug Czar John Walters this week. Walters’ admission came just days before the release of a federally-commissioned report announcing that the government’s $1.8 billion dollar anti-drug ad campaign has failed to discourage teens from using drugs, and in some cases, may actually encourage use.
“Despite spending millions of taxpayers’ dollars, the government’s anti-drug media campaign is having the exact opposite effect on America’s teens than the one lawmakers intended,” NORML Executive Director Keith Stroup said.
Based on the ads’ content, however, Stroup said that the result should come as no surprise. “Kids know the difference between honest education and government propaganda,” he said. “They acknowledge the reality that marijuana is not the same as heroin, even if their government does not.”
According to the forthcoming review, conducted by Westat Inc. and the Annenberg Public Policy Center of the University of Pennsylvania, “there is no evidence” indicating that the government ads have had a “desirable effect on youth,” or led to a decline in adolescent marijuana use. In fact, the evaluation noted that among 12- and 13-year old viewers, the ads were more likely to encourage the use of marijuana.
The report defined the primary objective of the ad campaign, which began in 1997, as “reduc[ing] the number of young people who try marijuana.” To date, federal officials have spent nearly $2 billion – half of it funded by taxpayers, the other half coming from network and media donations – on the campaign. According to the study, adolescents are exposed to the White House anti-drug ads an average of 2.7 times per week.
A previous evaluation compiled by Westat and Annenberg in December and publicized by The NORML Foundation in March reported, “Thus far, there is relatively little evidence for direct effects of the [National Youth Anti-Drug Media] Campaign on youth.” The report further stated that the only significant association attributable to the ad campaign was an increase in marijuana use among 14- to 15-year-olds. The evaluation also found “some evidence” of an increase in marijuana use among suburban 14- to 18-year-olds.
Nevertheless, despite the campaign’s admitted failings, the Drug Czar is asking Congress to continue funding the program at present levels – approximately some $180 million annually. Walters alleges that he will manage the monies more efficiently than previous administrations. NORML’s Stroup called that claim ridiculous.
“As long as the government insists on substituting ‘reefer madness’ in lieu of honest information, these ads will continue to have a negative impact on teens,” he said. “Rather than continue down this failed path, federal officials ought to take a page from their more successful campaigns to discourage drunk driving and teen tobacco smoking – both of which we have significantly reduced in recent years. We have not achieved this by banning the use of alcohol and tobacco, or by targeting and arresting adults who use them responsibly, but through honest education campaigns. We should apply these same principles to the responsible use of marijuana.”
For more information, please contact either Keith Stroup or Paul Armentano of NORML at (202) 483-5500.