Alcohol Being Advertised in Kids Magazines

August 16th, 2010 | Add a Comment

According to a new study, young Americans’ exposure to alcohol ads in magazines declined 48% between 2001 and 2008. An analysis of magazine ads found that 325 alcohol brands advertised in 2008. 16 of the brands accounted for half the ads placed in publications that were more likely to be seen by teens than adults.

Magazines serve as a major source of advertising for alcohol companies. In 2008 it was found that 78% of alcohol advertisements occurred in publications more likely to be read by people ages from 12-20 than by those who are 21 or older.

David H. Jernijan, director of the Center on Alcohol Marketing and Youth (CAMY), is outraged that alcohol companies continue to target those who cannot legally dink. Jernijan believes there should be stricter standards to protect youth against alcohol ads if the industry is serious about underage drinking.

Although youth exposure to alcohol ads has decreased by 62%, exposure to beer as has increased by 57%. It seems that beer advertisers are filling the gap left by distillers in youth-oriented magazines.