Youths ages 12-20 were exposed to an average of 301 TV ads for alcoholic beverages last year, up from 216 in 2001, according to research from the Center on Alcohol Marketing and Youth (CAMY) at Georgetown University.

The New York Times reported June 24 that the latest -- and possibly last -- CAMY report said that exposure to TV alcohol ads increased despite voluntary alcohol ads adopted by the industry. CAMY executive director David Jernigan said that while there have been reductions in alcohol ads on broadcast television, "cable is where 95 percent of the youth overexposure was last year."

Jernigan said that beer companies were responsible for 53 percent of the ads, compared to 41 percent for liquor firms.

Alcohol marketers generally have agreed to advertise only on programs with adult audiences of 70 percent or greater, but CAMY would like to see that threshold increased.

The CAMY report cited Michelob, Rolling Rock and Michelob Ultra Light beers, all sold by Anheuser-Busch, and Santa Margherita Pinot Grigio and Arbor Mist wine as brands that have done a good job of avoiding youth exposure. However, Bud Light, Miller Lite and Coors Light ads were cited for overexposure to youth, along with Hennessy Cognac, Smirnoff vodka and Mike's Hard Lemonade.

"The industry can do a better job," said Jernigan. "Further progress is going to depend on the monitoring continuing."