Navigation Links
Time restrictions on TV advertisements ineffective in reducing youth exposure to alcohol ads
Date:12/13/2012

Efforts to reduce underage exposure to alcohol advertising by implementing time restrictions have not worked, according to new research from the Center on Alcohol Marketing and Youth (CAMY) at the Johns Hopkins Bloomberg School of Public Health and the Dutch Institute for Alcohol Policy. The report, published in the Journal of Public Affairs, confirms what Dutch researchers had already learned in that country: time restrictions on alcohol advertising actually increase teen exposure, because companies move the advertising to late night.

In 2009, Dutch regulators sought to reduce youth exposure to alcohol advertising by restricting times during which alcohol ads may be aired on television or radio. Under this restriction, alcohol advertising was prohibited between the hours of 6 AM and 9 PM. In 2010, compliance with the time restriction on television was close to 100 percent.

CAMY researchers used simulation analysis to model what would happen if a similar policy were applied to U.S. television advertising for alcohol, taking into account the program type and audience demographics. They found that time restrictions do protect viewers under age 12, but they actually increase the exposure of the young people most likely to start drinking, that is, teens aged 12 to 20. This happens because teens increase as a percentage of the nighttime television audience after 9 PM.

"In light of the policy in the Netherlands and the recommendations for similar policies in other countries, including Ireland and the United Kingdom, determining the impact of time restrictions on youth exposure is a public health priority," said lead author and CAMY researcher Craig Ross, MBA. "In the wake of time restrictions, alcohol companies push their ads onto late night programming, when the adolescent/teenage audience is more highly concentrated, thus increasing advertising exposure for this high-risk group."

Alcohol is the drug most frequently used and abused by adolescents in the U.S. and in the Netherlands. At least 14 long-term studies have found that the more young people are exposed to alcohol advertising and marketing, the more likely they are to drink, or if they are already drinking, to drink more.

"With growing numbers of adolescents in the U.S. having a television in their bedroom, forcing alcohol advertisers to move ads into late night television is akin to inviting them to have a private conversation with adolescents every evening," concluded study co-author and CAMY director David Jernigan, PhD. "For countries such as the U.S., where alcohol advertising is protected as commercial speech, policies that restrict alcohol advertising to programs where the underage audience is not over-represented are likely to be more effective."

This policy is endorsed in the U.S. by the National Research Council, the Institute of Medicine, and 24 state attorneys general.


'/>"/>

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

Related medicine news :

1. Are restrictions to scientific research costing lives?
2. Herbal remedy used to treat hepatitis C proves ineffective, Penn study finds
3. Controlling vascular disease may be key to reducing prevalence of Alzheimers disease
4. Low ghrelin - Reducing appetite at the cost of increased stress?
5. Reducing the side effects of treatment for prostate cancer
6. Timing of antibiotics important in reducing infections after C-section
7. Reducing Ozone Limits Would Save Lives, Report States
8. A nursing program shows promise for reducing deaths from chronic illnesses
9. HPV Vaccine Reducing Infections, Even Among Unvaccinated: Study
10. Kitchen exhaust fans vary in effectiveness in reducing indoor air pollution
11. No Progress in Reducing U.S. Motorcycle Deaths: Report
Post Your Comments:
*Name:
*Comment:
*Email:
(Date:2/17/2017)... ... February 17, 2017 , ... For the first time, International ... the exhibit floor for the 2017 HIMSS Conference & Exhibition at ... 2017, more than 40,000 healthcare industry professionals are expected at the conference, where ...
(Date:2/17/2017)... ... 17, 2017 , ... Qualis Health, one of the nation's ... Annual DecisionHealth Platinum Awards in recognition of its innovative healthcare management programs that ... multiple award categories, highlighting four of the organization’s current programs:, ...
(Date:2/17/2017)... Miami, F.L. (PRWEB) , ... February 17, 2017 ... ... geared to clinical operations executives and focusing on all facets of clinical trial ... portfolio management , patient engagement, and more. In addition, attendees stopping by ...
(Date:2/17/2017)... CO (PRWEB) , ... February 17, 2017 , ... Top ... annual International Healing NET Foundation Summit from February 21 - 23 in Beaver Creek, ... Foundation (HNF). This marks the Summit’s second year in Beaver Creek, hosting over 60 ...
(Date:2/16/2017)... ... 2017 , ... For some cancer survivors, the memories and ... researchers at The Marcus Institute of Integrative Health at Thomas Jefferson University ... symptoms of traumatic stress in cancer patients and published their results ...
Breaking Medicine News(10 mins):
(Date:2/17/2017)... 2017 Theravance Biopharma, Inc. (NASDAQ: ... today announced the presentation of positive clinical data ... pan-Janus kinase (JAK) inhibitor designed to be intestinally ... the European Crohn,s and Colitis Organization (ECCO). In ... from its completed Phase 1 study of single-ascending ...
(Date:2/17/2017)... 2017 Research and Markets has announced the addition ... to their offering. ... provides separate comprehensive analytics for the US, Canada , ... Asia-Pacific , Latin America , and Rest of ... 2022. Also, a six-year historic analysis is provided for these markets. Market ...
(Date:2/17/2017)... , Feb. 17, 2017   FormFast , ... announced a new partnership with Engage , one ... United States . FormFast will serve as the ... Engage,s implementations with MEDITECH .  ... essential functionality to complement and enhance the electronic health ...
Breaking Medicine Technology: