Legally Reviewed by Shazam Kianpour on September 2, 2026
The marketing of alcoholic beverages takes a variety of approaches, from the naming of Coors Field here in Denver, to music-pounding, high-fiving TV commercials, and to print advertisements suggesting that certain drinks can make people more attractive. Those print ads came under scrutiny some years ago from researchers who found that people between ages 18 and 20 were among those who got the most exposure to magazine ads for alcoholic beverages.
The ads that group is most heavily exposed to were for products that are, perhaps not coincidentally, popular among underage consumers. That original research appeared in the Journal of Studies on Alcohol and Drugs from the Center on Alcohol Marketing and Youth at the Johns Hopkins Bloomberg School of Public Health, and the study’s lead author said the findings suggested a relationship between magazine ad exposure and the consumption of specific brands among that 18-to-20 age group, which is also among the group most likely to drink to excess.
What More Recent Research Confirms
The link between alcohol marketing exposure and underage drinking has only become better documented since. A more recent systematic review of longitudinal studies found that all of the studies examined identified a positive association between marketing exposure and one or more alcohol consumption outcomes among minors, with the odds of initiating alcohol use ranging as high as 1.69 times greater among heavily exposed youth, according to research published by the National Institutes of Health. Current survey data also indicates that more than half of American adolescents report being exposed to alcohol marketing, whether through traditional media or online.
The U.S. code for alcohol advertising says ads for alcohol products should only run in magazines whose readership is less than 30 percent under the age of 21. That threshold has not stopped brands popular with underage drinkers from continuing to appear disproportionately in publications with high underage readership, according to reporting on the original Johns Hopkins research, which suggests the voluntary code is not fully closing the gap it was designed to address.
Colorado’s Underage Drinking and DUI Laws
Regardless of what drove the exposure or the choice to drink, Colorado treats underage alcohol consumption and underage driving under the influence seriously. Colorado’s underage drinking and driving law, often referred to as the state’s zero-tolerance law, sets a far lower blood alcohol threshold for drivers under 21 than the standard 0.08 percent limit that applies to adult drivers. A charge under this law can result in license consequences, fines, and mandatory alcohol education, even when the driver’s blood alcohol level would not have triggered a charge for an adult.
When Marketing Exposure Turns Into a Legal Problem
The result of alcohol marketing, exposure, and underage consumption is, for many parents, a late-night phone call about a son or daughter who has been arrested for underage DUI or possession. Parents then often make a call of their own, to an attorney who can help protect the rights and future of their child. A single underage alcohol charge does not have to define a young person’s record permanently, but how the case is handled early on matters. It is also worth understanding how a DUI arrest can factor into future background checks, since college applications, job screenings, and licensing boards may all ask about it years later.
What Parents and Young Drivers Should Do After an Underage Arrest
If your child has been arrested for underage drinking or an alcohol-related driving charge, avoid letting them discuss the incident with police beyond identifying information, and contact a criminal defense attorney promptly. Early legal guidance can affect whether a charge results in a permanent record, a deferred outcome, or reduced consequences, and can help you understand every option available under Colorado’s juvenile and young-adult provisions. Reach out to our office to discuss the specifics of your situation.
Frequently Asked Questions About Underage Drinking and DUI Charges
What is Colorado’s zero-tolerance law for underage drivers?
Colorado’s zero-tolerance law sets a much lower blood alcohol limit for drivers under 21 than the 0.08 percent standard that applies to adults. A driver under 21 can face charges at a blood alcohol level well below what would trigger a DUI charge for an adult driver.
Can a minor be charged with DUI even without driving erratically?
Yes. Because the threshold is so much lower for underage drivers, a minor can face charges based largely on a breath or blood test result, even if their driving did not show obvious signs of impairment.
Will an underage drinking or DUI charge affect my child’s future?
An underage alcohol charge can potentially appear on background checks used for college applications, job screenings, and professional licensing years later. How the case is resolved, including options like a deferred judgment, can affect whether and how it remains visible on your child’s record.
What should I do if my child is arrested for underage drinking?
Advise your child to answer only identifying questions and to avoid discussing the incident further with police until you have spoken with an attorney. Contacting a criminal defense lawyer promptly gives you the most options for how the case is ultimately resolved.
About the Attorney
Founding Attorney, Shazam Kianpour & Associates, P.C.
Shazam Kianpour represents minors and young adults facing underage drinking and DUI charges throughout the Denver area, helping families understand their options and protect their futures after an arrest.
Written by
Shazam KianpourDenver Criminal Defense Attorney & Founder, Shazam Kianpour & Associates, P.C. — Over 10,000 criminal and traffic cases handled across Colorado.