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:6/25/2016)... TX (PRWEB) , ... June 25, 2016 , ... ... the United States, named Dr. Sesan Ogunleye, as the Medical Director of its new ... the facility Medical Director of our new Mesquite location,” said Dr. James M. Muzzarelli, ...
(Date:6/25/2016)... (PRWEB) , ... June 25, 2016 , ... Conventional wisdom ... of success. In terms of the latter, setting the bar too high can result ... more than just slow progress toward their goal. , Research from PsychTests.com ...
(Date:6/24/2016)... ... June 24, 2016 , ... Marcy was in a crisis. Her son James, eight, was out ... family verbally and physically. , “When something upset him, he couldn’t control his emotions,” remembers ... would throw rocks at my other children and say he was going to kill them. ...
(Date:6/24/2016)... (PRWEB) , ... June 24, 2016 , ... Comfort Keepers® ... American Cancer Society and the Road To Recovery® program to drive cancer patients to ... and other adults to ensure the highest quality of life and ongoing independence. ...
(Date:6/24/2016)... ... June 24, 2016 , ... The ... recognize Dr. Barry M. Weintraub as a prominent plastic surgeon and the network’s ... the world, and the most handsome men, look naturally attractive. Plastic surgery should ...
Breaking Medicine News(10 mins):
(Date:6/24/2016)... -- Dublin ... the " Global Markets for Spectroscopy Equipment" ... This report focuses on the global market ... its applications in various applications. The report deals with ... main industries: pharmaceutical and biotechnology, food and beverage, and ...
(Date:6/24/2016)... SAN CLEMENTE, Calif. , June 24, 2016  American ... function testing company, is now able to perform sophisticated lung assessments ... ndd Medical Technologies , Inc. Patients are no ...  Thanks to ndd,s EasyOne PRO ® , ARL patients like Jeanne ... needed testing done in the comfort of her own home. ...
(Date:6/24/2016)... NAMUR , Belgium , ...  (NYSE MKT: VNRX), today announced the appointment of ... Board of Directors as a Non-Executive Director, effective ... the Company,s Audit, Compensation and Nominations and Governance ... Board, Dr. Futcher will provide independent expertise and ...
Breaking Medicine Technology: