Teens drawn to heavily advertised alcohol brands

on 10/07/14 at 3:52 pm

Booze News

teens-drinkingThe brands of alcohol favored by underage drinkers are the same ones that are heavily advertised in magazines read by young people, a new study reveals.

The findings provide further evidence that alcohol ads can encourage young people to drink. They also show that the alcohol industry’s voluntary advertising standards are inadequate, according to the authors of the study in the July issue of the Journal of Studies on Alcohol and Drugs.

“All of the ads in our study were in complete compliance with the industry’s self-regulatory guidelines,” lead researcher Craig Ross, of Virtual Media Resources in Natick, Mass., said in a journal news release.

Those voluntary standards say that alcohol ads should be restricted to magazines with fewer than 30 percent of readers who are younger than 21, according to the researchers.

The researchers looked at alcohol ads that ran in U.S. magazines in 2011, with a focus on ads for the top 25 alcohol brands consumed by underage drinkers. Those brands were advertised more heavily in magazines read by young people than 308 other alcohol brands that are less popular with underage drinkers, the investigators found.

Compared to the other brands, the most popular brands were five to nine times more likely to heavily expose 18- to 20-year-olds to their magazine ads, the findings showed.

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