Emerging High-Risk Alcohol Products

TAKE ACTION Emerging High-Risk Alcohol Products


In the last few years, new alcoholic beverages have emerged on the market that share branding with popular children's products or include cartoons or children's characters in their labels. This use of similar branding and children's imagery is unreasonably attractive to youth.

SB 335 would add responsible labeling restrictions to current alcohol advertising laws, limiting advertising to NH youth and helping to prevent underage drinking.

About the Bill

SB 335 aims to remove alcohol products that are unreasonably attractive to youth from New Hampshire shelves. Specifically, it would prohibit alcohol products that:

  • Contain cartoons, toys, and other children's characters in their labels and advertisements.
  • Mimic commercially available non-alcoholic products, like popular children's drinks.

Underage drinking is unsafe - it interferes with youth brain development, increases the risk
of alcohol misuse later in life, and causes injuries and even death. New Hampshire needs to protect our youth and limit alcohol products that are unreasonably attractive.

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Read Recent Media Coverage

NHPR: Cartoons on an IPA can? These NH teens say frothy beer labels need to sober up (2/7/24)

Last month, the members of an after-school club called Dover Youth 2 Youth took a field trip to the State House in Concord. They arrived armed with empty beer cans, part of their planned testimony before lawmakers.

NH Bulletin: Alcohol labeling bill divides breweries, substance use prevention advocates (2/8/24)

“Can’t we agree that an adult product should be packaged in an adult way?” said Dana Mitchell, coordinator for Dover Youth 2 Youth, a substance abuse prevention organization run by the Dover Police Department. “Make it interesting. Make it stand out. But watch out for – be careful of crossing that line.” 


Bill Status

On March 21, the Senate tabled SB 335, but there's a chance that it could be reconsidered farther into the legislative session.  

Related Resources

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