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Youth exposure to alcohol ads in magazines declining
Date:8/10/2010

placed between 2001 and 2008 at a cost of $2.7 billion. Other key findings of the report include:

  • The number of ads placed by distilled spirits companies, the largest alcohol advertisers in magazines, fell by 34 percent from 2001 to 2008, while ads placed by brewers increased by 158 percent.

  • As distillers moved their advertising out of magazines, overall alcohol advertising exposure declined for all age groups. Adult (age 21 and above) exposure declined by 29 percent and young adult exposure (age 21 to 34) fell by 31 percent.

  • Youth exposure to distilled spirits ads in magazines fell by 62 percent, but exposure to beer ads in magazines rose by 57 percent during this period.

  • Alcohol advertising placed in publications with under-21 audiences greater than 30 percent fell to almost

  • However, the 30 percent standard affected placements in only nine of the 160 magazines in which alcohol companies placed their advertising between 2001 and 2008.

Alcohol is the leading drug problem among America's youth, and causes more than 4,600 deaths each year among people under 21, according to the Centers for Disease Control and Prevention. Numerous long-term studies have found that the more young people are exposed to alcohol advertising, the more likely they are to drink or to drink more if they are already drinking.

In 2003, the National Research Council and Institute of Medicine recommended that alcohol companies change their audience thresholds to 15 percent based on the presence of 12- to 20 year-olds in the viewing, reading or listening audience. In 2006, 20 state attorneys general requested the U.S. Federal Trade Commission to explore this option with alcohol companies.

"Beer advertisers appear to be filling the gap left by distillers in youth-oriented magazines," said Jernigan. "If the entire industry is serious about underage drinking, it should adopt stricter standards to
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Contact: Tim Parsons
tmparson@jhsph.edu
410-955-7619
Johns Hopkins University Bloomberg School of Public Health
Source:Eurekalert

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