A proliferation of liquor and other alcohol ads on cable TV has contributed to a 41-percent increase in youth exposure to television alcohol advertising, according to a new report from the Center on Alcohol Marketing and Youth (CAMY).

"More spending on television, especially on cable, translates into kids seeing more and more alcohol ads," said David Jernigan, executive director of CAMY.

The report, Still Growing After All These Years: Youth Exposure to Alcohol Ads on TV 2001–2005, found that industry self-regulation standards for TV ads -- including a pledge not to advertise on programs with an underage audience of more than 30 percent -- have provided insufficient protection for young viewers, although fewer ads are now being placed on shows with large youth audiences.

"Twenty state attorneys general and the Institute of Medicine (IOM) have said the alcohol industry needs to do a better job of shielding our kids from its advertising," said Jernigan. In 2003, the IOM recommended that alcohol ads be banned from shows with youth audiences of 25 percent or higher, and that the industry then move to a 15-percent standard.

"Despite the industry's efforts, youth exposure to alcohol advertising on television is moving in the wrong direction," said Jernigan. "More effective ad placement standards and ongoing, independent monitoring of alcohol-industry practices will help parents and policymakers make certain that our kids are not overexposed to alcohol advertising."

CAMY said that spending on alcohol ads rose 34 percent between 2001 and 2005, and the number of ads televised increased 34 percent. The alcohol industry is now spending more than $1-billion annually on TV ads, the report said.

Most of the alcohol ads viewed by youth are now on cable television, CAMY said.