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

verage 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.


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

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