August 4, 2021
By Khadi A. Oluwatoyin
We have been fighting Covid-19 and (somewhat) living in quarantine for more than a year now. While social media would have you believe that most people are spending their time living in enlightenment and learning a new skill or hobby, (in my opinion) this notion is far from the truth.
In a survey conducted by the Pew Research Center, 32% of the Americans surveyed believe that the pandemic limited their engagement and how they spent their free time. Many of us had no choice but to stay home. We were told not to travel or gather, and we couldn’t visit gyms, public libraries, or parks.
45% of those 65 and older said that the pandemic forced them to isolate. 27% of those under 50 described similar difficulties.
For comfort and relief, many of us turned to online streaming. According to a recent J.D. Power survey, Americans currently subscribe to an average of 4 streaming services at a time. A Nielsen study reported that adults in the U.S. watch more than 4 hours of television a day (including online streaming). That amounts to approximately 1,460 hours, or 60.8 days, or two full months of television per year.
Currently, I subscribe to Netflix, Hulu, Starz, HBO Max, Amazon Prime, and Bet Plus (LOL!); however, I have been a t.v./movie fanatic since I was a child. I love learning about new characters and getting lost in their drama (a.k.a storylines), but lately, online streaming has become a nuisance.
It seems like nearly every commercial is a liquor or wine advertisement, and I am thoroughly disgusted. Now, you may be thinking that I am expecting a lot (being that we do live in a capitalist society) but in a country (United States) where alcohol is a significant cause of death, and more than 95,000 people die every year due to related causes, I think I am being reasonable. Since quarantine began, I have witnessed alcohol retailers (heavily) promote contactless delivery, alcohol stockpiling, drinking to cope with isolation, and drinking to avoid parenting. This is incredibly dangerous as we know that overconsumption is how addiction starts and that many people will be left with dependency issues long after the pandemic is over.
I am at the stage in my sobriety where I am not so easily triggered (I mostly feel annoyed) by such commercials but I can’t help but feel sad for those who are.
In my experience, Hulu is one of the worst offenders. There would be days where I couldn’t watch a single episode or movie without seeing multiple liquor or wine advertisements (back to back). For example, in March, Hulu ran a whisky ad that suggested that folks use their personal time off (PTO) to celebrate St. Patrick’s Day. In a Hulu community board, subscribers bought up similar concerns:
Original Commentator: “I am a high school science teacher. I teach Forensic Science. I want to be able to show some episodes of CSI to my Forensics class. While CSI is rated TV-14, when I watch CSI at home I am frequently getting advertisements for beer/alcohol (although I don’t drink). Is there a way to adjust the advertisement settings for TV-14? I don’t feel comfortable using Hulu in school to watch CSI or Mythbusters (or other science show[s]), because I don’t feel confident that the ads will be appropriate for students. Is there some way that I can prevent advertisements for alcohol from being shown while watching a show? If not, then there needs to be an option for preventing alcohol advertisements from being shown while watching a show.”
Commentator 1: “Agreed. Recovering alcoholic here and every other ad[d] is for alcohol. I don’t buy alcohol.”
Commentator 2: “Bumping this. My partner is a recovering alcoholic and I can’t watch Letterkenny with them (unless I upgrade to no ads but that’s expensive) because it keeps sending ads for Absolut Vodka and I don’t like that they’re forced to deal with that when there could just be a minor setting to alleviate that.”
Commentator 3: “My partner is a recovering alcoholic as well and I’m tired of seeing alcohol commercials every commercial break. I don’t like that the only option is for me to upgrade to no ads instead of being able to choose what I want to be advertised. Hulu, do better.”
Sometimes, the alcohol industry feels like a bad ex-partner. No matter how much you try to do the right thing and avoid toxicity, they continue to pop up! Making their unappreciated, dusty presence known.
Unfortunately, we may be getting ready for a second lockdown and I do not doubt that the alcohol industry will continue to prey on vulnerable people during this time. Below are some tips (that you have probably heard a million times before) that you can all use to get through the next couple of months – lockdown or not. Let this post be a reminder that you can:
1. Turn off the television or online streaming app and connect with friends and family via online games and video conferencing. Gather if it is safe to do so. Spend a couple of minutes outside. Start creating fun ideas now!
2. I don’t care how persuasive the ads are, understand (and accept) that heavy alcohol consumption increases anxiety. It doesn’t fix it. Find an online fitness class or any other activity you can do when you are feeling stressed.
3. Limit your screen time. Be aware that the alcohol industry is targeting you, me, folks who are feeling lonely, folks who are feeling depressed – basically anyone they can take advantage of. They don’t really care about us (Micheal Jackson’s voice).
The alcohol industry puts profits over people. It is disgusting but that’s capitalism for you. If you are sober or California sober or sober curious or sober lite (or whatever new sober term exists today), I am proud of you. Keep going! You will face some challenges alongside this journey but please don’t feel defeated. The alcohol industry will try to tell you that their products are necessary and helpful and healthy (remember the ex-partner I talked about earlier?) but it is full of shit (excuse my language). The alcohol industry only cares about sales, no matter the cost to you, your health, your family, or anything you care about. See the alcohol industry for what it truly is.
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