The average teen sees about 3,000 alcohol ads per year across all media, and TV shows add another layer. When characters your kid relates to drink without consequences—or when drinking is portrayed as the key to being cool, confident, or sexually desirable—it normalizes the behavior in a way that's more subtle (and arguably more effective) than any beer commercial.

Some shows are incredibly irresponsible about this. Euphoria? Look, I'm not going to sugarcoat it: that show depicts underage drinking (among many other things) in ways that are visceral and sometimes disturbingly glamorous, despite the "this is a cautionary tale" framing. It's rated TV-MA for a reason, and honestly, even for older teens, it's a lot.

Then you've got shows like Riverdale where high schoolers casually run a speakeasy and drink constantly, with approximately zero adult supervision or realistic consequences. Or Outer Banks, where beach parties with beer are just part of the aesthetic.

Even "lighter" shows get in on it. Gilmore Girls has that whole storyline where Rory drinks at a party and Logan encourages her drinking throughout their relationship. Friday Night Lights shows high school parties with alcohol. The Summer I Turned Pretty features underage drinking at beach parties.

The problem isn't that these shows depict underage drinking—that happens in real life, and good storytelling can address it. The problem is when it's depicted without context, consequences, or conversation.

Studies consistently find that teens who see more alcohol use in movies and TV are more likely to start drinking earlier and drink more heavily. A 2012 study in Pediatrics found that for each additional hour of screen time showing alcohol use, the odds of teen drinking increased by about 9%.

But here's what's interesting: how alcohol is portrayed matters more than whether it appears at all. Shows that depict realistic consequences, show characters making deliberate choices not to drink, or include adults having meaningful conversations about alcohol can actually be protective.

The worst offenders? Shows where drinking is:

Ages 8-12: At this age, kids are building their baseline understanding of "normal" behavior. They're watching shows like Stranger Things (which actually handles teen drinking pretty responsibly when it comes up) or Heartstopper (which barely features alcohol at all—refreshing!).

If drinking comes up, use it as a conversation starter: "Did you notice the kids at that party were drinking beer? That's actually illegal for teenagers. Why do you think the show included that?" Keep it factual, not scary.

Ages 13-15: Middle schoolers are seeing a lot of alcohol on screen, especially if they're watching teen dramas. This is prime time to start having real conversations about what they're seeing versus reality.

Shows like Never Have I Ever can actually be good discussion starters—the show depicts drinking but also shows characters dealing with the aftermath and making different choices at different times. Sex Education (if it's appropriate for your family) also tends to show consequences.

Ages 16-18: At this age, they're probably going to encounter real-life drinking situations, if they haven't already. The goal shifts from "protect them from seeing it" to "help them think critically about it."

Watch shows together when you can. When a drinking scene comes up, ask questions: "Do you think that's realistic?" "What do you think happens after that scene ends?" "Have you been in situations like that?"

Not all teen shows are created equal. Some shows are genuinely thoughtful about how they depict underage drinking:

✅ Better examples:

❌ More problematic:

The "it's just a show" argument doesn't hold up. Your teen is right that it's fiction, but fiction shapes perception. You don't need to ban everything, but you can acknowledge that these shows often depict a glamorized version of drinking that leaves out the boring, dangerous, or sad parts.

Co-viewing is your secret weapon. You don't have to watch every episode, but checking in on what they're watching and occasionally watching together gives you natural opportunities to discuss what you're seeing. It's way less awkward than sitting them down for a "talk about alcohol."

Check Common Sense Media. Seriously, look up shows before your kid starts watching. They break down alcohol use, drug use, and other content concerns by show and episode. It takes 30 seconds and saves you from surprises.

Don't lecture, ask questions:

Share your own perspective without preaching:

Acknowledge the reality:

Talk about the media literacy angle:

You can't control every piece of media your teen consumes, and honestly, trying to will just make them better at hiding what they watch. What you can do is help them develop critical thinking skills about what they're seeing.

Underage drinking on TV isn't going anywhere. But neither is your influence as a parent. Use what they're watching as a starting point for conversation, not a reason for panic.

Some shows are genuinely irresponsible in how they depict teen drinking—and it's okay to say "I'm not comfortable with you watching this right now" if a show crosses your family's line. But for most shows, the answer isn't censorship; it's conversation.

And remember: you're not trying to raise a kid who never sees alcohol on TV. You're trying to raise a kid who can watch TV, think critically about what they're seeing, and make good decisions in real life. That's a much more achievable goal.