Forschungsergebnisse / Research results
Together / CAMY, Center on Alcohol Marketing and Youth
David Jernigan, CAMY executive director
Exposure to Alcohol Advertising in Magazines, 2001 to 2004: Good News, Bad
News / Wie die Jugend der Alkoholreklame in Magazinen ausgesetzt ist, 2001 -
2004: Gute Nachrichten, schlechte Nachrichten.
to CAMY, Executive Summary,
Pressrelease Join Together, May 10, 2006
CAMY: Alcohol Ads in Magazines
Reaching Fewer Underage Youth
Center on Alcohol Marketing and Youth
Georgetown University, Health Policy Institute
Ten Percent of Brands Cause More
Than Half of Youth Exposure, Slowing Progress
Washington, DC - Youth exposure to alcohol advertising in
magazines declined 31% from 2001 to 2004, but -- largely because of
the advertising of a few brands -- youth continued to be exposed
more per capita than adults of legal age to advertising for beer,
distilled spirits and alcopops, according to a new report released
today by the Center on Alcohol Marketing and Youth (CAMY) at
"This decrease in youth exposure to alcohol ads in magazines
is an encouraging development and a step in the right direction, but
we need to see this kind of improvement across all the alcohol
brands," said David Jernigan, CAMY executive director.
The report also found that:
- Youth saw 15% more beer advertising, 10% more
distilled spirits advertising and 33% more advertising for
alcopops per capita than adults age 21 and over in 2004.
In contrast, in 2001, youth saw 52% more beer advertising, 33%
more distilled spirits advertising, and 63% more advertising for
alcopops per capita than adults age 21 and over.
- Ten percent of the brands advertising in magazines in
2004 were responsible for more than 50% of youth exposure.
Of the 211 alcohol brands advertising in 2004 in magazines
reviewed for this report, 22 brands accounted for more than 50%
of youth exposure, and about a third of all spending.
- In 2004, only 3% of ads, and less than 2% of spending,
were in magazines that exceed the alcohol industry's voluntary
threshold of 30% youth readerships. Trade associations
for the beer and distilled spirits industries set this threshold
in 2003, announcing that their members would no longer place
advertising in publications with youth audiences greater than
- Nearly 42% of alcohol ads placed in 2004 were in
magazines where the youth audience exceeded 15%, roughly the
proportion of youth 12-20 in the general population 12 and above.
When they examined the issue of underage drinking in 2003, the
National Research Council and the Institute of Medicine
recommended that alcohol companies immediately adopt a 25%
maximum for youth audiences for their advertising, and move
towards a proportional 15% threshold.
Federal Trade Commissioner Pamela Jones Harbour, speaking for
herself and not on behalf of the Commission or any other
Commissioner, commented, "I am pleased that the overall
exposure rate of youths to alcohol ads in magazines has dropped
significantly. I am disappointed, however, to learn that 22 brands
apparently are responsible for most of the continued exposure of our
nation's youth to alcohol ads. I have encouraged those in the
business of advertising alcohol to go the extra mile to ensure that
the industry's 70 percent standard is met - even if that means
aiming for an even higher standard, such as an adult audience of 75
percent or more. Underage drinking causes serious problems for young
people and for others affected by their drinking."
The report also concludes that independent monitoring of youth
exposure to alcohol advertising is having an effect. Trade
associations for beer and for distilled spirits companies have
issued more detailed guidelines regarding advertising placement, and
the Federal Trade Commission has announced plans to solicit
information from alcohol companies to assess compliance with the 30%
"Underage drinking is the number one illegal drug problem
among our nation's young people," remarked Jernigan. "Ongoing
independent monitoring of youth exposure to alcohol advertising
gives policy makers and parents information they need to reduce the
odds that kids will drink."
Join Together publishes selected press releases on recently
published research related to alcohol and drug policy, prevention,
and treatment. The views expressed are those of the organization
issuing the release.
Übersetzung von H.T. Meyer
CAMY: Alkoholinserate in Magazinen
erreichen weniger minderjährige Jugendliche
10% der Marken erreichen sind für
mehr als die Hälfte der Inserate verantwortlich, welche die
Jugendlichen erreichen. Langsamer Fortschritt.
Die Abnahme zwischen 2001 und 1004 betrug 31%, aber weitgehend wegen
der Werbung für einige wenige Marken -- die Jugendlichen waren
weiterhin pro Kopf mehr Alkohol-Inseraten ausgesetzt als Erwachsene für
Bier, Schnaps und Alcopops, gemäss einem neuen, kürzlich beim Center
on Alcohol Marketing and Youth (CAMY) an der Georgetown University in
Boston herausgekommenen Bericht.
"Dieser Rückgang bei den Alkohol-Inseraten in Magazinen, denen
Jugendliche ausgesetzt waren, ist eine ermutigende Entwicklung und ein
Schritt in die richtige Richtung, aber diese Art von Verbesserung sollte
bei allen Alkoholmarken festgestellt werden können", sagt David
Jernigan, CAMY executive director.