Booze Industry Breaks its Own Underage Ad Rules

on 08/11/13 at 8:29 am

Industry

imagesThe alcohol industry has violated its own rules aimed at keeping booze ads away from under-age viewers, government and university researchers allege in a new report.

Beer and liquor marketers have since 2003 pledged to show ads only on TV programs, magazines and web sites where adult viewers dominate the audience. The current standard prohibits ads when under-21 audience exceeds 28.4%. But in 25 of the nation’s largest TV markets, almost one in four alcohol ads violated the voluntary standards, according to researchers from the Center on Alcohol Marketing and Youth at the Johns Hopkins Bloomberg School of Public Health, known as CAMY, and the Centers for Disease Control and Prevention.

The “results of this evaluation suggest that the alcohol industry has not consistently met its 2003 self-regulatory standards,” according to the study, which is published in CDC’s Morbidity and Mortality Weekly Report for Nov. 8.

Frank Coleman, senior VP of liquor trade group Distilled Spirits Council of the U.S., responded in a statement that “DISCUS member companies rigorously comply with the 71.6% adult demographic required by our industry Code. The FTC regularly monitors our advertising and has concluded that our ads are directed to adults. In fact, the DISCUS Code has been held up as a model of self-regulation and corporate social responsibility.”

MORE