Exposure to alcohol advertising in magazines among 12-20-year-olds fell 48% from 2001 to 2008, according to the Center on Alcohol Marketing and Youth (CASA). However, some alcohol beverages are more prominent than others. Teens are less likely to view spirits ads and more likely to see beer spots. Youth exposure to alcopops peaked in 2002 and their exposure to wine ads began declining after 2006.
Teens and young adults tend to be exposed to the same brands. Some 5% of alcohol brands are responsible for more than half of the youth exposure in magazines, with Patron Silver Tequila, Absolut Vodka, Ketel One Vodka, and Kahlua Liqueurs as notably visible.
The alcohol industry has made strides in preventing youth from viewing their ads. It began self-regulating in 2003 and most of the current exposure is attributed to teens and young adults reading publications that typically appeal to older readers, such as Allure, Rolling Stone, and ESPN the Magazine.
Source: Center on Alcohol Marketing and Youth, John Hopkins Bloomberg School of Public Health, 624 N. Broadway, #288, Baltimore, MD 21205; 410-502-6579; www.camy.org.
© Copyright 2011, EPM Communications, Inc. May not be reproduced without written consent of publisher.