The kids are not okay. This time, the means is drinking games being a cover for massive accounts of binge drinking across college campus. But don't blame the student doing shots just yet, blame the bars and booze distributors, who see this as a marketing gold. There giving the kids what they want, good times and cheep booze, for the small price of a little cash and their souls . . .

While promotion of alcohol in this fashion may not be a crowning achievement for business, it’s nothing new, and just another story to become a case study in flip side of business and marketing ethics.

But in the meantime, keep an eye on those charges to the credit card you’ve given your kids away at the university.