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Working in partnership with retailers to stop! sales to those underage in Japan

In 2000, Japan's Ministry of Health released data that showed high levels of underage drinking: up to 49% of boys and 42% of girls in high schools had consumed alcohol within the last 30 days.

3%

The latest national statistics indicate that the prevalence of drinking among 12th grade high school boys and girls was 3% in 2021

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In response to this problem, the Brewers Association of Japan (BAJ) started developing its STOP! Underage Drinking campaign, working in partnership with multiple stakeholders including:

Public Sector
  • Ministry of Health, Labour and Welfare
  • National Tax Agency
  • Ministry of Education, Culture, Sports, Science and Technology (MEXT)
  • Cabinet Office
Private Sector
  • Japan Spirits & Liqueurs Makers Association (JSLMA)
  • Japan Chain Store Association
  • Karaoke Box Association
  • Japan Franchise Association (JFA)

The campaign logo appears in all television and print ads for alcohol, on marketing materials, beverage containers, and packaging.

In 2021, the campaign evaluation indicated that the awareness rate for this campaign reached 69% among youth aged 19 years and below, and 74% among all ages: more than double the recognition rate of 30% from the first campaign in 2005.

The program was launched in 2005 and its goal is to help reduce underage drinking and, subsequently, alcohol-related injuries and other incidents. STOP! aims to accomplish this through education and awareness campaigns about the dangers and consequences associated with underage consumption, alongside measures to support the government's LPA restrictions.

The program also empowers children to refuse alcohol by roleplaying scenarios where it might be offered to them, such as birthday, graduation, or new year celebrations. It also prompts them to think how underage drinking would affect their health and gives other compelling reasons to avoid underage consumption. The program also targets parents and teachers.

3%

The latest national statistics indicate that the prevalence of drinking among 12th grade high school boys and girls was 3% in 2021

book_ribbon
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Empowering educators and parents to talk to those underage Encouraging parents to help prevent underage alcohol consumption Helping parents bring about generational change in attitudes to alcohol