cols for conducting compliance checks 
and shoulder tap programs; and 
‘‘(VI) whether or not States have 
adopted uniform best practices pen-
alty protocols for violations of laws 
prohibiting retail licensees from sell-
ing or furnishing of alcohol to minors. 
‘‘(iv) UNIFORM
DATA
SYSTEM.—For 
performance measures related to enforce-
ment of underage drinking laws as speci-
fied in clause (ii) and (iii), the Secretary 
shall develop and test a uniform data sys-
tem for reporting State enforcement data, 
including the development of a pilot pro-
gram for this purpose. The pilot program 
shall include procedures for collecting en-
forcement data from both State and local 
law enforcement jurisdictions. 
‘‘(3) AUTHORIZATION
OF
APPROPRIATIONS.— 
There are authorized to be appropriated to carry out 
this subsection $2,000,000 for fiscal year 2011, and 
$2,000,000 for each of the fiscal years 2012 through 
2015. 
‘‘(d) NATIONAL MEDIA CAMPAIGN TO PREVENT UN-
DERAGE DRINKING.— 
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‘‘(1) IN GENERAL.—The Secretary of Health 
and Human Services, in consultation with the Na-
tional Highway Traffic Safety Administration, shall 
develop an intensive, multifaceted, adult-oriented na-
tional media campaign to reduce underage drinking 
by influencing attitudes regarding underage drink-
ing, increasing the willingness of adults to take ac-
tions to reduce underage drinking, and encouraging 
public policy changes known to decrease underage 
drinking rates. 
‘‘(2) PURPOSE.—The purpose of the national 
media campaign described in this section shall be to 
achieve the following objectives: 
‘‘(A) Instill a broad societal commitment to 
reduce underage drinking. 
‘‘(B) Increase specific actions by adults 
that are meant to discourage or inhibit under-
age drinking. 
‘‘(C) Decrease adult conduct that tends to 
facilitate or condone underage drinking. 
‘‘(3) DEVELOPMENTAL PHASE.—In preparation 
for the national media campaign described in this 
section, the Secretary shall conduct, in consultation 
with appropriate Federal agencies and outside ex-
perts, including in marketing, public relations, mass 
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media campaigns, parenting, and alcohol use and 
abuse, a developmental phase to test specific cam-
paign features prior to beginning an intensive na-
tional strategy. This phase shall include research 
and testing, limited to a period not to exceed 24 
months, to determine the following: 
‘‘(A) Promising messages to promote pub-
lic opinion change. 
‘‘(B) Appropriate channels for reaching 
target audiences. 
‘‘(C) Appropriate timing and weight for 
utilizing such promising messages and media 
channels. 
‘‘(D) Methods for linking the campaign to 
local, State, and national policy changes affect-
ing underage drinking, if adopted. 
‘‘(E) Productive collaborative partnerships 
with national and local organizations. 
‘‘(4) COMPONENTS.—When implementing the 
national media campaign described in this section, 
the Secretary shall— 
‘‘(A) educate the public about the public 
health and safety benefits of evidence-based 
policies to reduce underage drinking, including 
minimum legal drinking age laws, and build 
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public and parental support for and cooperation 
with enforcement of such policies; 
‘‘(B) educate the public about the negative 
consequences of underage drinking; 
‘‘(C) promote specific actions by adults 
that are meant to discourage or inhibit under-
age drinking, including positive behavior mod-
eling, general parental monitoring, and con-
sistent and appropriate discipline; 
‘‘(D) discourage adult conduct that tends 
to facilitate underage drinking, including the 
hosting of underage parties with alcohol and 
the purchasing of alcoholic beverages on behalf 
of underage youth; 
‘‘(E) establish collaborative relationships 
with local and national organizations and insti-
tutions to further the goals of the campaign 
and assure that the messages of the campaign 
are disseminated from a variety of sources; 
‘‘(F) conduct the campaign through multi- 
media sources; and 
‘‘(G) conduct the campaign with regard to 
changing demographics and cultural and lin-
guistic factors. 
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‘‘(5) CONSULTATION REQUIREMENT.—In devel-
oping and implementing the national media cam-
paign described in this section, the Secretary shall 
consult recommendations for reducing underage 
drinking published by the National Academy of 
Sciences. The Secretary shall also consult with inter-
ested parties including medical, public health, and 
consumer and parent groups, law enforcement, insti-
tutions of higher education, community organiza-
tions and coalitions, and other stakeholders sup-
portive of the goals of the campaign. 
‘‘(6) ANNUAL
REPORT.—The Secretary shall 
produce an annual report on the progress of the de-
velopment or implementation of the media campaign 
described in this section, including expenses and pro-
jected costs, and, as such information is available, 
report on the effectiveness of such campaign in af-
fecting adult attitudes toward underage drinking 
and adult willingness to take actions to decrease un-
derage drinking. 
‘‘(7) RESEARCH
ON
YOUTH-ORIENTED
CAM-
PAIGN.—The Secretary may, based on the avail-
ability of funds, conduct research on the potential 
success of a youth-oriented national media campaign 
to reduce underage drinking. The Secretary shall re-
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