Mixed Messages Targeting Youth

You have surely heard of the term, “Mixed Messages”. Our understanding of a mixed message is when someone is giving off a certain feeling or vibe but their actions do not match those feelings or vibes. Someone might say they enjoy spending time with us but when we ask them for attention, they do not show up or give us what we need. Someone may devour a meal we make for them but then communicate that it was the worst meal of their life. We encounter mixed messages daily. 

Sometimes, mixed messages are harder to notice than other times and those other times, they can be incredibly obvious. But, did you know there are mixed messages targeted to children? Alcohol and tobacco companies create specific mixed messages of their products, their advertisements, and their product locations within stores to lure youth in, promote their product and make them think that use of their products isn’t unhealthy for them.

Some examples of these types of mixed messages are the location of alcohol beverages in stores. Notice that oftentimes, there are alcoholic beverages directly next to non-alcoholic beverages such as iced tea that you might allow your child(ren) to have. Or how packaging on cases of beer or vape and tobacco products is colorful and eye-catching? This isn’t for you! This is for youth! 

Tobacco and alcohol companies use these advertising tactics to attract youth. This is how they ensure future users of their products. They may associate their products with familiar items such as movies, cartoon characters, and celebrities or candy and snacks, making their brand appealing to youth and enticing them to try their products. These tactics reduce youths’ perception of harm when these types of products are directly marketed toward kids making the individual feel that the product must be fun and maybe even good for them. 

When adult products are placed next to products that are for anyone to consume, it can be hard to recognize. Be sure to always check the labels on the product you are purchasing for your child(ren). For example, if you are buying an iced tea beverage, double check the can or bottle to make sure it does not state HARD or ALCOHOLIC. Sometimes, it can be hard to notice these details. 

Below are some examples of mixed messages. It is important for adults to talk to the youth and young adults in their lives to help them recognize and understand that though the products may seem harmless and fun based on their appearance or placement in a store, they are not.