Study Says More Alcohol Ads Reaching MinorsApril 27, 2004
Research Summary
A report by Georgetown University's Center on Alcohol Marketing and Youth found a 39-percent increase in the number of alcohol ads aired on local and cable television in 2002 compared to the previous year. The report also concluded that a greater number of teens are being exposed to alcohol ads on television, the Associated Press reported April 21.According to the report, there were 289,381 alcohol ads on television in 2002, with a significant increase in ads for distilled spirits and low-alcohol beverages. On a per-capita basis, the study found that more teens than adults saw 66,218 of the ads, a 30 percent increase over 2001. Television shows that attract a large teen audience, such as "Survivor," "Fear Factor" and "That '70s Show," included alcohol ads.
"This dramatic increase in alcohol ads seen by our children in 2002 suggests the problem got worse," said Jim O'Hara, executive director of the center. "The data demonstrate that the alcohol industry needs to make major changes in its advertising."
The Distilled Spirits Council of the U.S. (DISCUS) disputed the findings. The industry contends that the "vast majority of alcohol ads are viewed by adults and that self-regulation is working."
"To make further progress on underage drinking, we must focus on science-based solutions. Study after study shows that parents and other adults are the primary influence over a youth's decision regarding drinking, not advertising," said Peter Cressy, president of DISCUS.
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