Week Three Video

One of our most important jobs as a parent is to educate our children about risks they may encounter in their world. We often think of this as relating to physical threats; working to avoid things like physical injuries or sickness, or how to recognize bad people who intend to do harm.

We also have a very important role in helping to shape our children's beliefs and ideas about themselves, other people, and their world. This is where things can get tricky within a digital environment, though, because there are other groups who want to shape your child's beliefs and ideas as well.

For example, industries want to gain brand allegiance from consumers as early as possible. What this means is that they profit and make money if they can win your child over to their brand even before they reach adulthood.

Let's look at a specific example: What alcohol brand do you think is far and away the most preferred alcohol brand endorsed by underage youth - youth who are not of illegal drinking age? Budweiser - over 60% of youth select this brand as their favorite, even before they have tried any alcohol. Also note that Budweiser spends the most money of any alcohol brand on marketing and advertisements.

Most youth between the ages of 10 to 14 years old have identified a favorite brand of alcohol before they even try alcohol, and having a favorite brand is linked to early initiation of drinking behavior and going on to develop problems related to drinking. This is why your role as a parent is so important: Kids develop ideas and preferences well before they start engaging in any risk behaviors. This is happening for them right now.

You can teach your child about advertisements, marketing, and risks related to substance use, and you having these conversations early and often will give your child the best chance at making safe decisions for themselves later on in their adolescence.