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Study: Alcohol Marketed Heavily On Digital Media

on 20/12/11 at 4:05 pm


Beer and spirits marketers increasingly turning to social media.

It’s illegal to sell alcoholic beverages to anyone under 21 years of age, but a new study concludes that hasn’t stopped the industry from marketing to underage consumers.

The Center on Alcohol Marketing and Youth (CAMY) at the Johns Hopkins Bloomberg School of Public Health has documented what it says is the alcohol industry’s push into digital marketing. The findings, the center says, raise questions whether the industry’s self-regulation is adequately protecting underage youth from exposure to the “alcohol experience” available on social marketing platforms such as FaceBook, YouTube and Twitter.

CAMY, in turn, has used the Internet to fight back, releasing its findings in a series of YouTube videos.

Large Facebook presence

The study found that 10 leading alcohol brands have more than 16.5 million people “liking” their Facebook brand pages, and as of November 2011, 10 alcohol brands with youth appeal had uploaded 35,725 photos and 377 videos to their Facebook pages. Fans of brands with youth appeal had also uploaded 15,416 photos and 98 videos to the brand Facebook pages, taking their messages viral.

FULL STORY via Consumer Affairs

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