Campaign Takes Aim at Underage Drinking

A new television campaign will remind Nova Scotians that they are partners in the battle against underage drinking.

The new TV commercial, launched Jan. 27, by the Nova Scotia Liquor Corporation (NSLC) shows minors trying to illegally obtain alcohol. The 30-second advertisement shows one teen using fake ID. It shows another, older-appearing teen trying to purchase liquor for others.

The TV campaign is part of an ongoing effort to raise awareness of the problem of underage drinking and to deter second-party purchases for minors.

"Our employees are very committed to supporting NSLC social responsibility programs," said Ken Barbet, vice-president of NSLC's store operations. "Staff participate in training programs designed to improve skills on ID challenges and customer service. This TV commercial will assist our staff by getting the message out to the public that it is illegal to buy for minors or to use fake ID."

NSLC staff are trained to check for minors trying to buy alcohol and for others trying to buy for those under the age of 19. In 2002 liquor store employees checked more than 270,000 IDs and refused service 16,281 times.