Many visitors to BYU, and Utah Valley as a whole, report being surprised by the culturally conservative environment. Brigham Young University's Honor Code, which all BYU students agree to follow as a condition of studying at BYU, prohibits the consumption of alcoholic beverages, tobacco, etc. As mentioned earlier, The Princeton Review has rated BYU the "#1 stone cold sober school" in the nation for several years running, an honor which the late LDS Church president Gordon B. Hinckley had commented on with pride. BYU's 2014 "#1 stone cold" sober rating marked the 17th year in a row that the school had earned that rating. BYU has used this and other honors awarded to the school to advertise itself to prospective students, showing that BYU is proud of the rating. According to the Uniform Crime Reports, incidents of crime in Provo are lower than the national average. Murder is rare, and robberies are about 1/10 the national average. Business Insider rated BYU as the #1 safest college campus in the nation.