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Improving the Alcohol Retail Environment to Reduce Youth Access: A Randomized Community Trial of a Best Practices Toolkit Intervention

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Abstract

Underage alcohol use remains a significant public health problem throughout the United States and has important consequences for the health of individuals and communities. The objective of this study was to assess the impact of distributing an alcohol retailer toolkit via direct mail on increasing positive alcohol retailer attitudes towards checking IDs, encouraging retail managers to formalize ID checking procedures with their employees, and promoting consumers to be prepared to show ID when purchasing alcohol. This community randomized study included five matched Massachusetts community pairs. Our analysis sample consisted of 209 retailers (77 intervention; 132 control). In models adjusted for baseline response and matching community and establishment characteristics, intervention communities reported posting, on average, one additional sign or wall decal in their establishments (β = 0.937, P = 0.0069), and a twofold higher odds of handing out written materials on ID checking to staff (OR: 2.074, 95%CI: 1.003–4.288) compared to control establishments. However, the intervention was not found to have an effect on changing establishment policies, retailer attitudes, or other establishment practices. Intervention retailers perceived all components of the toolkit to be very useful for their establishments, and nearly all reported having shared materials with their employees and customers. These results suggest that some significant changes in alcohol retailer establishment practices can be achieved among motivated owners or managers through the distribution of a toolkit targeting best retailer practices. We do, however, recommend that future program planners consider alternative dissemination and marketing strategies beyond direct mail to encourage greater utilization.

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Acknowledgments

We would like to thank the following individuals for their contribution to this project: Kathleen Whelton, Michael Botticelli, Stefano Keel, and Tonya Fernandes from the Bureau of Substance Abuse Services, Massachusetts Department of Public Health; Fredrick G. Mahoney and Caroline Wilichoski, Alcoholic Beverages and Control Commission (ABCC); Richard Scali, Municipal Licensing Corporation; Amy Whitney, formerly with Mothers Against Drunk Driving (MADD); Jenny Kariuki, MADD; Robert Peters, Massachusetts Department of Transportation (MassDOT), Registry of Motor Vehicles (RMV); and Daniel Demille, Executive Office of Public Safety and Security (EOPSS).

Funding Disclosure

This study was funded by the Massachusetts Department of Public Health, Bureau of Substance Abuse Services.

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Authors and Affiliations

  1. Research and Evaluation Department, Health Resources in Action, 95 Berkeley Street, Boston, MA, 02116, USA

    Lisa S. Wolff

  2. Department of Society, Human Development, and Health, Harvard School of Public Health, Boston, MA, USA

    Alison M. El Ayadi

  3. NJL Communication, Jamaica Plain, MA, USA

    Nancy J. Lyons

  4. Bureau of Substance Abuse Services, Massachusetts Department of Public Health, Boston, MA, USA

    Kathleen Herr-Zaya & Fernando Perfas

  5. Health Communication Services, Health Resources in Action, Boston, MA, USA

    Debra Noll

  6. Cambridge Prevention Coalition, Cambridge, MA, USA

    Gisela Rots

Authors
  1. Lisa S. Wolff
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  2. Alison M. El Ayadi
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  3. Nancy J. Lyons
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  4. Kathleen Herr-Zaya
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  5. Debra Noll
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  6. Fernando Perfas
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  7. Gisela Rots
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Correspondence to Lisa S. Wolff.

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Wolff, L.S., El Ayadi, A.M., Lyons, N.J. et al. Improving the Alcohol Retail Environment to Reduce Youth Access: A Randomized Community Trial of a Best Practices Toolkit Intervention. J Community Health 36, 357–366 (2011). https://doi.org/10.1007/s10900-010-9316-8

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  • DOI: https://doi.org/10.1007/s10900-010-9316-8

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