Navigation Links
Alcohol Advertisements Seen by Youth on TV on the Rise, According to a New Report by the Center on Alcohol Marketing and Youth

12 - 20 Year Olds' Exposure Increased 38% From 2001 - 2007

WASHINGTON, June 24 /PRNewswire-USNewswire/ -- A comprehensive review of television advertising practices by alcohol companies from 2001-2007 finds an increase in youth exposure to alcohol advertising and relatively few industry- sponsored "responsibility" ads. The new study, released today by the Center on Alcohol Marketing and Youth (CAMY) at Georgetown University, evaluated advertising trends and identified the best and worst brands with regard to youth exposure to alcohol.

This report shows that more than 40 percent of youth exposure to alcohol advertising came from ads placed on programming with a disproportionate youth (ages 12 to 20) audience -- the highest percentage since CAMY began monitoring youth exposure in 2001.

The report data clearly show the 30 percent threshold established by alcohol trade associations in 2003 has not reduced youth exposure to alcohol advertising on television, nor has it reduced the youth overexposure that occurs when advertisements are on programs with disproportionate youth audiences.

"The sad reality for kids and parents is that the alcohol industry's 30 percent standard is working on broadcast but not cable television," said CAMY executive director David Jernigan. "From 2001 to 2007, the number of alcohol advertisements seen in a year by the average television-watching 12-to-20 year-old has increased which is the opposite of its purpose."

CAMY's data shows advertisers have made some progress with regard to advertising during shows where more than 30 percent of the viewers were under age 21. The percentage of alcohol product advertisements on these programs went from 11 percent in 2003 to 6.3 percent in 2007.
The study's other key findings include:

-- Almost all youth overexposure to alcohol advertising occurs on cable.

Almost two-thirds (63 percent) of the overexposing alcohol ad

placements in 2007 were on cable television, which generated 95 percent

of youth overexposure to alcohol advertising on television. Of the

youth overexposure on cable in 2007, 53 percent came from beer

advertising, and 41 percent from distilled spirits advertising.

-- In 2006 and 2007, there were no alcohol industry-funded

"responsibility" messages about underage drinking on television. Over

the entire period of 2001 - 2007, youth ages 12 to 20 were 22 times

more likely to see an alcohol product advertisement than an alcohol

industry-funded "responsibility" advertisement about drinking-driving,

safety or underage drinking.

-- Eleven specific brands are responsible for 48.5 percent of the youth

exposure to advertising. For this report, researchers developed a

methodology to determine the best and worst performers with regard to

youth exposure to alcohol advertising. Among brands responsible for

the much of youth exposure to alcohol advertising and exceeding the 30%

youth threshold are:

-- Miller Lite

-- Corona Extra Beer

-- Coors Light

-- Hennessy Cognacs

-- Guinness Beers

-- Samuel Adams Beers

-- Bud Light

-- Smirnoff Vokdas

-- Disaronno Originale Amaretto

-- Miller Chill

-- Multiple Brands from Mike's Beverages.

Alcohol remains the leading drug problem among young people, and underage drinking is responsible for 5,000 deaths among young people each year. Scientific studies show that youth exposure to alcohol advertising contributes to the likelihood of underage drinking.

The National Research Council and Institute of Medicine, the U.S. Surgeon General and 20 state Attorneys General have all recommended eliminating this disproportionate exposure.

In 2003, the National Research Council and Institute of Medicine recommended that alcohol companies move toward a 15 percent threshold for youth audiences, since this is roughly the proportion of youth in the general population. In 2006, Congress passed and President Bush signed into law the Sober Truth On Preventing Underage Drinking Act (or STOP Act) requiring, among other things, that the U.S. Department of Health and Human Services report annually on rates of exposure of youth to positive and negative messages youth about alcohol in the mass media. Although this reporting has been authorized by Congress, funding for it has not yet been appropriated.

"Our findings continue to support the elimination of alcohol advertising on programming with more than 15 percent youth audiences. It will save young people's lives and the alcohol industry advertising dollars," said Dr. Jernigan.

About the Center on Alcohol Marketing and Youth

The Center on Alcohol Marketing and Youth at Georgetown University monitors the marketing practices of the alcohol industry to focus attention and action on industry practices that jeopardize the health and safety of America's youth. The Center is supported by grants from The Pew Charitable Trusts and the Robert Wood Johnson Foundation. More information on the Center and a full text copy of this report can be found at Media requests and or requests for an electronic copy of the report can also be e-mailed to

SOURCE The Center on Alcohol Marketing and Youth
Copyright©2008 PR Newswire.
All rights reserved

Related medicine news :

1. High alcohol consumption increases stroke risk among Chinese men
2. High alcohol consumption increases stroke risk, Tulane study says
3. Alcoholics With Cirrhosis Have More Brain Damage
4. Middle School Marks Most Critical Time to Start Ongoing Conversations About Drug and Alcohol Use With Kids
5. Recovery Resources Collaborates with Two Nonprofit Agencies for Children of Alcoholics Outreach Program
6. Frequent alcohol consumption increases cancer risk in older women
7. Family history of alcoholism affects response to drug used to treat heavy drinking
8. Alcohol and cancer: is drinking the new smoking?
9. Kaiser Permanente study: Alcohol amount, not type -- wine, beer, liquor -- triggers breast cancer
10. Kaiser Permanente Study Shows Alcohol Consumption - No Matter Beverage Type - Linked to Breast Cancer Risk
11. Hands2GO(R) Hand Sanitizer Offers Alcohol-Free Alternative to Stopping the Spread of Flu at School and Work
Post Your Comments:
(Date:11/25/2015)... ... November 25, 2015 , ... “While riding the bus, I ... Bronx, N.Y. “I thought there had to be a convenient and comfortable way to ... The PROTECTOR enables disabled individuals to safely travel during cold or inclement weather. In ...
(Date:11/25/2015)... , ... November 25, 2015 , ... ... (PHA) announces the nation’s Periwinkle Pioneers, individuals and groups responsible for advancing care ... disease. The Periwinkle Pioneers, nominated by the public, will receive special recognition throughout ...
(Date:11/25/2015)... ... November 25, 2015 , ... ... philanthropic seniors, is resulting in a way for homeless people to have a ... have launched a new initiative whereby they are repurposing plastic bags into sleeping ...
(Date:11/25/2015)... ... November 25, 2015 , ... Since its launch in 2012, ... adult stem cell therapies to patients with chronic degenerative medical conditions. Now, the ... Registered Trademark (RTM). , Organizations are required to hold a registered trademark in ...
(Date:11/24/2015)... ... November 25, 2015 , ... Genesis Chiropractic Software ... software creates an agreement between the practice owner and the patient that automatically ... notification, and projections. Click here to learn more. , ...
Breaking Medicine News(10 mins):
(Date:11/24/2015)... FRANCISCO , Nov. 24, 2015  Thanks to ... Dignity Health St. Mary,s Medical Center,s Sister Diane Grassilli ... breast imaging capabilities in San Francisco ... an anonymous friend, stepped forward with a gift of ... for Breast Digital Mammography with Tomosynthesis and Whole Breast ...
(Date:11/24/2015)... Colo. , Nov. 24, 2015  Array ... that its Chief Executive Officer, Ron Squarer ... Healthcare Conference in New York.  The public is ... webcast on the Array BioPharma website.Event:Piper Jaffray Annual ... , Wednesday, December 2, 2015Time:1:30 p.m. Eastern Time ...
(Date:11/24/2015)... HOUSTON, TX and VANCOUVER, Nov. 24, 2015 /PRNewswire/ ... EPI; NASDAQ: EPIX ) announced today that the ... clinical study of EPI-506 as a treatment for metastatic ... States and Canada.  --> ... --> In the Phase 1/2 clinical trial, ...
Breaking Medicine Technology: