Youth Exposure to Alcohol Advertising in National Magazines in the United States, 2001–2011

Bibliographic Data

ID11027447
AuthorsCraig S Ro (0000-0001-7889-8218, Johns Hopkins University), Craig S Ross (Craig S. Ross and Elizabeth R. Henehan are with the School of Public Health, Boston University, Boston, MA. David H. Jernigan is with the Center on Alcohol Marketing and Youth, Bloomberg School of Public Health, Johns Hopkins University, Baltimore, MD.), Elizabeth R Henehan (Craig S. Ross and Elizabeth R. Henehan are with the School of Public Health, Boston University, Boston, MA. David H. Jernigan is with the Center on Alcohol Marketing and Youth, Bloomberg School of Public Health, Johns Hopkins University, Baltimore, MD.), David H Jernigan (0000-0002-0789-6917, Craig S. Ross and Elizabeth R. Henehan are with the School of Public Health, Boston University, Boston, MA. David H. Jernigan is with the Center on Alcohol Marketing and Youth, Bloomberg School of Public Health, Johns Hopkins University, Baltimore, MD.)
Year2017
Volume107
Issue1
Pages136-142
Publication date2017-01-01
Peer ReviewedYes
Open AccessNo
TypeARTICLE
VenueAmerican Journal of Public Health (JOURNAL)
Journal identifiersISSN: 0090-0036 • E-ISSN: 1541-0048
PublisherAmerican Public Health Association (PUBLISHER • US)
DOI10.2105/ajph.2016.303514
PMID27854528
OpenAlexW2550090144
LanguageEN
Citations received1
References cited17

Objectives. To update public health surveillance of alcohol advertising to underage populations by assessing alcohol industry compliance with their voluntary guidelines for US magazine advertisements from 2001 to 2011. Methods. Using advertising industry standard sources The Nielsen Company and MediaMark, we evaluated youth exposure to alcohol advertising, and relative advertising exposure of youths versus adults, in 168 national magazines. Results. From 2001 to 2011, magazine alcohol advertising seen by youths declined by 62.9%, from 5.4 billion impressions (single person seeing a single advertisement) to 2.0 billion impressions. Most alcohol advertising (65.1% of ads) was for spirits (e.g., vodka, whiskey). Since 2008, alcohol companies achieved 100% compliance with their limited guidelines. However, youths were overexposed to magazine advertising relative to adults on average 73% of the time. Conclusions. Despite improving compliance with placement guidelines in national editions of the 168 measured magazines, most youth exposure to magazine alcohol advertising exceeded adult exposure, per capita. If alcohol companies adopted stricter guidelines based on public health risk assessments, youths would not be overexposed to alcohol advertising in magazines

Advertising · Alcohol · Alcohol advertising · Business · Environmental health · Poison control · Suicide prevention · Medicine · Pharmaceutical industry and healthcare · Psychology · Smoking Behavior and Cessation · Substance Abuse Treatment and Outcomes

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