The alcohol industry's public service efforts include an array of programs and resources designed to reduce the harm associated with underage and abusive drinking, and to assist enforcement of the legal drinking age and drunk driving laws. Many of these programs are undertaken in partnership with local, state and national community organizations, educational groups, and government agencies.
Materials are widely available free of charge, and often in different languages.
Examples of initiatives supported by industry organizations as well as individual companies follow. Program signage warns that cops may be posing as store employees, thereby discouraging illegal purchase attempts even when police are not present. I.D. initiatives such as I.D. Check , We I.D. and Here's Looking at Yours, Kid , to help retailers recognize and accept only valid identification. Prominent point of sale materials for these programs include posters, decals, and buttons. In addition to targeted distribution efforts, the Ready or Not videotape is generally available at video stores.