During 2003 and 2004, Hispanic youth were exposed to 20 percent more alcohol ads per-capita in English-language magazines than non-Hispanic youth, CAMY said. In cities like New York, San Francisco, San Antonio, and San Jose, Hispanic youth were more likely to hear ads for alcohol on the radio, the study added, and were more likely to hear ads for Beck's, Coors, and Budweiser beer than other kids their age.

"Previous research has shown that Hispanic youth are more likely to drink and drink heavily at an earlier age than their peers," said CAMY research director David Jernigan. "Plenty of industries have set their sights on the Hispanic market, but this much alcohol marketing reaching Hispanic young people could have serious consequences."

"The industry knows that Latinos are a young, fast-growing and lucrative market," added Guillermo Brito, executive director of the National Latino Council on Alcohol and Tobacco Prevention. "Industry must also be aware that there is disparate impact of alcohol ads, as Latino youth are likelier to binge drink and have more problems than black or white youth, and have less access to prevention and treatment."

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