Data on Alcohol Marketing and Youth – Alarming or Acceptable?
|October 16, 2012||Posted by M. P. under Drug and Alcohol, Health, Policy, Research, Youth Development||
A report from The Center on Alcohol Marketing and Youth (CAMY) at Georgetown University suggests that youth are seeing more alcohol advertisements promoting its use than other messages such as health risks or dangers of driving while intoxicated. The report, Drowned Out: Alcohol Industry “Responsibility” Advertising on Television 2001-2005 concluded that underage youth are exposed to larger amounts of industry television spots touting the enjoyment of alcohol than those promoting responsible use.
Between the years of 2001-2005:
- Underage youth were 239 times more likely to view advertisements promoting alcohol than industry-sponsored ads on the hazards of under-age consumption of alcohol
- Youth were more likely to see an industry advertisement warning against drinking and driving than against under-age consumption, but were more likely overall to see advertisements promoting the enoyment of a particular brand of alcohol
- Out of 300 alcohol brands that purchased television advertising, 8.3 percent (25) placed advertisements with a focus on responsible use of their product
Although data from 2010 indicate that the rate of alcohol use among youths aged 12 to 17 remained stable, the public health/public policy concern valid as alcohol is the most widely use illegal drug by underage youth in America. In addition, as stated in another recent bulletin from CAMY, African-American youth 12-20 years of age are seeing more advertisements for alcohol in the media compared to their peers of the same age group. The researchers suggest this is due to specific targeting of African American consumers by some brands, as well as the pattern of print and broadcast media exposure among the African American population.
Is media exposure to alcohol advertising contributing to the use of alcohol by underage youth? What about the promotion of certain brands of alcohol on social media sites like Facebook and Twitter (not measured in the study)?