EUCAM - European Centre for Monitoring Alcohol Marketing

US Youth Exposure to Alcohol Ads on TV Growing Faster than Adults

20 December 2010

US Youth Exposure to Alcohol Ads on TV Growing Faster than Adults The growth rate in youths’ exposure to televised alcohol ads in the U.S. is outpacing that for adults, according to a Dec. 13 news release from the Center on Alcohol Marketing and Youth (CAMY) at the Johns Hopkins Bloomberg School of Public Health. This growth is mainly due to an increase in distilled spirits advertising on cable television.

The report by the center indicated that exposure of youths between 12 to 20 years to alcohol ads on U.S. television increased 71 percent from 2001 to 2009. The average TV-watching youth saw 366 alcohol ads in 2009. “One a day is great for vitamins but not for young people being exposed to alcohol advertising,” said CAMY director David H. Jernigan, Ph.D.

The center said that the latest numbers were an indication of the failure of voluntary marketing standards in the alcohol industry, under which companies place ads in programming with a youth audience no higher than 30 percent. The report found that 13 percent of youths’ exposure to alcohol ads last year occurred during programming with more than a 30 percent youth audience.

More information, as well as a summary of the CAMY report can be found on jointogether.org.

(Source: Join Together, 12/20/10)
(Photo source: sxc.hu)

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