Navigation Links
Alcohol companies target youths with magazine ads, new study shows
Date:12/2/2009

BOSTON Alcoholic beverages popular among youths are more likely to be advertised in magazines with high youth readership than alcoholic drinks consumed mainly by adults, resulting in disproportionately high youth exposure to such targeted alcohol ads, according to a new study.

Researchers at the Boston University School of Public Health, Johns Hopkins Bloomberg School of Public Health, and Virtual Media Resources who conducted the study -- published in this month's issue of the Journal of Adolescent Health -- say their findings present the strongest evidence to date that alcohol companies are targeting youths through magazine advertising.

They note that three major trade associations representing the alcoholic beverage industry the Wine Institute, the Beer Institute, and the Distilled Spirits Council of the United States have publicly stated that they do not advertise to underage youths.

"Alcohol companies are deceiving us," said Dr. Michael Siegel, professor of community health sciences at Boston University School of Public Health and a co-author of the study. "Contrary to their public statements, they are targeting youths through their advertising. They are saying one thing, but doing another."

The study compared alcohol advertisement placements in 118 magazines from 2002 to 2006, specifically looking at the relationship between a magazine's youth readership and the probability of youth alcoholic beverage types -- defined as those consumed by a large proportion of youth -- being advertised in each magazine.

The researchers found that in magazines with the highest levels of youth readership, youth alcoholic beverage types (e.g., premium beer, low calorie beer, rum, vodka, and flavored alcohol beverages) were more than four times more likely to be advertised than non-youth types (e.g., gin, brandy, whiskey, and scotch). As youth readership increased in a magazine, so did the number of youth alcoholic beverage advertisements.

The researchers identified a total of 13,513 alcohol advertisements in the 118 sample magazines during the five-year study period. While 23.1% of advertisements for non-youth/adult alcoholic beverages appeared in magazines with high youth readership, 42.9% of advertisements for youth alcoholic beverage types were placed in the same magazines.

"The percentage of a magazine's youth readers was an important predictor of which alcoholic beverages were advertised in a magazine," the authors said.

The researchers noted that previous studies examining the issue of targeted advertising were limited by the problem of "lumping together types of alcohol that are and are not consumed frequently by underage youths." In this study, the researchers used 2006 data on alcohol use among 18- to 20-year-olds that was collected as part of a large national survey called the Survey of the American Consumer.

The study notes that in 2005, the alcohol industry spent $4 billion overall in advertising and promotion. "The question of whether this advertising is disproportionately reaching and influencing underage youths (under 21 years old) lies at the heart of the public health debate about interventions to reduce youth drinking," the authors wrote.


'/>"/>

Contact: Mike Siegel
mbsiegel@bu.edu
617-638-5167
Boston University Medical Center
Source:Eurekalert

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:
*Name:
*Comment:
*Email:
(Date:2/12/2016)... and Washington, DC (PRWEB) , ... ... ... and the Siemens Foundation today announced a new initiative—the Siemens Foundation-PATH Ingenuity ... low-resource settings. The partnership will recruit top students from U.S. universities who ...
(Date:2/12/2016)... ... 2016 , ... As a former television executive, owner Tal Rabinowitz knows how ... to decompress, Rabinowitz found herself drawn to a casual meditation class while working at ... life, implementing a 20-minute-per-day meditation practice with her team. After her tenure at NBC, ...
(Date:2/12/2016)... ... 12, 2016 , ... Every winter, someone is killed, injured or loses a ... Burn Center, part of the Allegheny Health Network, has partnered with Etna Volunteer ... Heaters Need Space” campaign. , “Space Heaters Need Space” aims to bring ...
(Date:2/12/2016)... (PRWEB) , ... February 12, 2016 , ... Erlanger Agency ... the greater Columbus, OH area. The latest campaign focuses on the fight against breast ... Donations are now being accepted here . , Carmen is a loving single ...
(Date:2/12/2016)... Land, TX (PRWEB) , ... February 12, 2016 ... ... families of southwest Houston and surrounding communities by continuing it’s commitment to act ... Bend Family Promise. The organization works closely with area homeless families to fulfill ...
Breaking Medicine News(10 mins):
(Date:2/12/2016)... ALISO VIEJO, Calif. , Feb. 12, 2016 /PRNewswire/ ... patient enrollment in a study to evaluate the safety ... specifically for the treatment of ruptured intracranial aneurysms.  Prof ... Bicetre University Hospital, in Paris, France ... the first patient. France ...
(Date:2/12/2016)... Feb. 12, 2016  Aralez Pharmaceuticals Inc. (Nasdaq: ... the Company will ring the Nasdaq Closing Bell at ... York at 4:00 p.m. ET on Tuesday, ... Adrian Adams , will perform the ... to 4:00 p.m. ET.  A live webcast will be ...
(Date:2/12/2016)... 2016 Indiso ltd ... ungedeckten medizinischen Bedarf bei Lungen- und Atemwegserkrankungen ... Forschungsprogramms bekannt. Das Programm, das sich mit ... respiratorischen Funktionen und anderer klinischer Parameter. ... das sich auf den ungedeckten medizinischen Bedarf ...
Breaking Medicine Technology: