The alcoholic energy drink Four Loko has been in the news lately because of its high alcohol content and its popularity with our youth. The hospitalization of several college students prompted many universities to issue warnings about the potency of this drink, which had the nicknames of "blackout in a can" and "liquid cocaine." A sweet flavor, the alcohol content of roughly four beers, as much caffeine as two cups of coffee, and a price tag under $4 prompted the Food and Drug Administration to ban this beverage.

Unfortunately, Four Loko isn't the only booze-filled beverage aimed at young people. A new product called "Adult Chocolate Milk" is being sold, and it is designed to look and taste exactly like real chocolate milk, but it is actually a 40-proof alcoholic drink. It boasts the tag line: "Re-taste your youth at 40 proof." In addition, I have recently purchased cans of alcoholic whipped cream, which also contain more alcohol than beer and wine. All of these products are meant to appeal to underage drinkers.

While college and government pressure can try and stop the availability of products like Four Loko and Adult Chocolate Milk, it's doubtful they can totally stop the alcohol industry from developing and marketing new products to our youth. The responsibility of reducing the demand for such products primarily falls on the parents and our communities. It is important that parents and schools educate our youth on how these sophisticated marketing campaigns are targeting them and how they need to make better and more informed choices in their lives.

As I go around to the area schools and talk with our young people, I am often amazed at how little they actually know about the dangers of alcohol and other drugs. Parents can't assume their children know as much about these dangerous substances as they would like us to believe. Talk to your children about the marketing of these alcoholic drinks as if their lives depend on it, because they do.

Mike Gimbel, Towson