In yet another recent, thick report on underage drinking, the US Surgeon General's office added its voice to those many federal, state and local officials who want to adopt a comprehensive approach to prevention. In fact, the Surgeon General takes the widest view possible, concluding its Call to Action: "Underage alcohol use is everybody's problem - and its solution is everybody's responsibility." Unlike CASA (and indeed, previous Surgeons General) Acting SG Kenneth Moritsugu doesn't castigate the alcohol beverage industry per se. But his report does embrace the kind of fanatical zero tolerance approach that's likely to encourage increased restrictions. And it recommends a number of specific strategies along those lines, including several that CASA also advocates. Among them:

• "Eliminate alcohol sponsorship of athletic events and other social activities" at colleges and universities.
• Eliminate alcohol advertising from campus publications.
• Eliminate "low-price, high-volume drink specials, especially in proximity to college campuses, military bases, and other locations with a high concentration of youth."

The SG's recommendations to industry about marketing don't vary much from what's already in the suppliers' marketing codes. For example, insuring messages don't "portray alcohol as an appropriate rite of passage" or an "essential element in achieving popularity, social success or a fulfilling life." The SG also wants the industry to avoid "over exposing" youth to ads, though the report doesn't comment on the 70% adult audience threshold. At the same time, the report calls for "ongoing, independent monitoring of alcohol marketing to youth to ensure compliance with advertising standards" which presumes there is marketing to youth. In perhaps its broadest recommendation that opens the door to virtually any type of restriction, the SG seeks to "raise the 'cost' of underage alcohol use" beyond price to include "any measure that decreases the availability of alcohol to youth and so raises the cost of getting it."