Navigation Links
Alcohol advertising standards violations most common in magazines with youthful audiences
Date:8/8/2012

The content of alcohol ads placed in magazines is more likely to be in violation of industry guidelines if the ad appears in a magazine with sizable youth readership, according to a new study from the Center on Alcohol Marketing and Youth (CAMY) at the Johns Hopkins Bloomberg School of Public Health. Published in the Journal of Adolescent Health, the study is the first to measure the relationship of problematic content to youth exposure, and the first to examine risky behaviors depicted in alcohol advertising in the past decade.

The researchers examined 1,261 ads for alcopops, beer, spirits or wine that appeared more than 2,500 times in 11 different magazines that have or are likely to have disproportionately youthful readerships that is, youth readerships equaling or exceeding 15 percent. Ads were analyzed for different risk codes: injury content, overconsumption content, addiction content, sex-related content and violation of industry guidelines. This latter category refers to the voluntary codes of good marketing practice administered by alcohol industry trade associations. Examples of code violations include ads appearing to target a primarily underage audience, highlighting the high alcohol content of a product or portraying alcohol consumption in conjunction with activities requiring a high degree of alertness or coordination such as swimming.

"The finding that violations of the alcohol industry's advertising standards were most common in magazines with the most youthful audiences tells us self-regulated voluntary codes are failing," said CAMY Director and study co-author David Jernigan, PhD. "It's time to seriously consider stronger limits on youth exposure to alcohol advertising."

Specific examples the researchers identified in the sample included advertising showing alcohol consumption near or on bodies of water, encouraging overconsumption, and providing messages supportive of alcohol addiction. In addition, nearly one in five ad occurrences contained sexual connotations or sexual objectification. Results also show ads were concentrated across type of alcohol, brand and outlet, with spirits representing about two-thirds of the sample, followed by ads for beer, which comprised almost another 30 percent. The ten most advertised brands, a list comprised solely of spirits and beer brands, accounted for 30 percent of the sample, and seven brands were responsible for more than half of the violations of industry marketing guidelines.

"The bottom line here is that youth are getting hit repeatedly by ads for spirits and beer in magazines geared towards their age demographic," said Jernigan. "As at least 14 studies have found that the more young people are exposed to alcohol advertising and marketing, the more likely they are to drink, or if already drinking, to drink more, this report should serve as a wake-up call to parents and everyone else concerned about the health of young people."

Alcohol is responsible for 4,700 deaths per year among young people under the age of 21, and is associated with the three leading causes of death among youth: motor vehicle crashes, homicide and suicide.


'/>"/>
Contact: Tim Parsons
tmparson@jhsph.edu
410-955-7619
Johns Hopkins University Bloomberg School of Public Health
Source:Eurekalert

Related medicine news :

1. New study suggests clinicians overlook alcohol problems if patients are not intoxicated
2. Alcohol Is a Social Lubricant, Study Confirms
3. Alcohol could intensify the effects of some drugs in the body
4. Study links alcohol/energy drink mixes with casual, risky sex
5. The Health Benefits, and Risks, of Alcohol
6. Alcohol Poses Serious Risks for Those With Diabetes
7. Moderate alcohol intake is associated with a lower risk of kidney cancer
8. Alcohol May Not Be Kind to the Aging Brain
9. Alcohol problems account for a quarter of Scottish intensive care unit admissions
10. New study suggests moderate alcohol consumption may help prevent bone loss
11. Oral contraceptive use in girls and alcohol consumption in boys are associated with increased BP....
Post Your Comments:
*Name:
*Comment:
*Email:
(Date:2/24/2017)... ... February 24, 2017 , ... WHAT: ... networking and recognition opportunities as well as advocacy for the state and region‘s ... on February 23. The Council's Innovation Forecast event highlights innovation throughout the ...
(Date:2/24/2017)... ... ... The Smart Machine Age is here, and it’s disrupting everything. Not only ... jobs in the United States may be taken over by technology in the next ... who steamrolls over colleagues is drawing to a close. Success will belong to those ...
(Date:2/24/2017)... ... 24, 2017 , ... Healthcare Associates of McKinney announced today that ... at 8080 State Highway 121, Suite 210, McKinney, Texas 75070. It is in ... , As the practice has grown, the need for more space has been paramount. ...
(Date:2/24/2017)... Diego, CA (PRWEB) , ... February 24, 2017 , ... ... its 2017 national conference convening academic faculty engaged in or interested in palliative care ... and Research,” will be held in North County San Diego on Sept. 28 ...
(Date:2/24/2017)... ... February 24, 2017 , ... Indiana Fiber Network (IFN) ... company later this year. Dyer started as the Chairman of the Management Committee ... establishment of the corporation including the recruitment of investor/owners and development of the business ...
Breaking Medicine News(10 mins):
(Date:2/24/2017)... Research and Markets has announced the addition of ... to their offering. ... latest research Hemophilia Drugs Price Analysis and Strategies - 2016, provides drug ... answers the following questions: What are the ... positioned in the Global Hemophilia market? What are the ...
(Date:2/24/2017)... Physician General Dr. Rachel Levine ... Jennifer Smith commended South Central EMS today for ... naloxone, a life-saving overdose reversal drug. The recognition event ... and overdose survivor who was saved due to the ... significant part of fighting the opioid epidemic is making ...
(Date:2/24/2017)... 2017 Medical information groups within the ... self-service capabilities to manage inquiries from external stakeholders ... New research from consulting leader Best Practices, LLC ... website portals where HCPs can sign on and ... many findings to emerge from the new study ...
Breaking Medicine Technology: