A typical college housing and residential life handbook clearly indicates what’s not acceptable to bring upon moving into campus housing: halogen lamps, firearms, candles, alcohol and drugs. Yet, not many address paraphernalia, games and decorations that may seem harmless but which reinforce alcohol and drug consumption.

There is no question that youth learn behaviors — good and bad — from role models and peers. Substance use and branding in the media also promote the activity by creating a culture that accepts it.

One of the worst offenses along these lines is the promotion of the “red Solo cup.”

Once a picnic stand-by, the cups are now heavily promoted as a vessel for drinking beer at college parties. Incoming students now have the option to buy a reusable version along with their extra-long twin sheets and mini refrigerators. Retailers also stock red Solo cup string lights, trash cans, shot glasses and more. By promoting the red Solo cup lifestyle, it takes away from the practicality of disposable cups for residence hall life and continues to build on the acceptability of college drinking.

I personally think it sends the wrong message to students to promote drinking accessories. Despite what the media portrays, not all college students are engaging in high-risk alcohol and drug use. I feel that this encourages this behavior from those who would normally not participate and may lead to addiction, misuse or tragedy.

Transition from high school to college is a critical time in brain development and alcohol decreases brain activity, damages neuro-connections, and inhibits the ability to learn — all of which can seriously affect academic performance. In fact, 24 percent of college students report academic consequences as the result of drinking.

While many stores have promoted alcohol on clothing for years, stores are now stocking prepackaged drinking games and even sandals with beer openers attached.

Research suggests that druguse co-occurs with the use of alcohol. One in five underage drinkers report using at lease one illicit drug when using alcohol, with marijuana use most typical. Prescription drugs have also been on the increase among college students.

The good news is, as a parent or caregiver, you are the biggest influence in your child’s life. That’s true despite peer pressure and the media.

This year, when you are shopping with your child to go off to school, keep a look out for hidden messages in back-to-school products and, when packing, make sure they are not including drug related items.

This may be your only opportunity to talk to your child about the dangers of alcohol and drug use before they leave your home and set off on their own.

GREGORY ANDREWS is an assistant director for residence life, training and development at the University of Maine at Farmington.