Assessing the impact of stricter alcohol advertising standards

The case of Beam Global Spirits

Bibliographic Data

ID12705144
AuthorsCraig S Ro (0000-0001-7889-8218, MediaTek (China), corresponding author), Craig S Ross (Fiorente Media, Inc.; Boston MA USA), Alicia Sparks (Center on Alcohol Marketing and Youth; Johns Hopkins Bloomberg School of Public Health; Baltimore MD USA), David H Jernigan (0000-0002-0789-6917, Center on Alcohol Marketing and Youth; Johns Hopkins Bloomberg School of Public Health; Baltimore MD USA)
Year2015
Volume16
Issue3
Pages245-254
Publication date2015-09-30
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueJournal of Public Affairs (JOURNAL)
Journal identifiersISSN: 1472-3891 • E-ISSN: 1479-1854
PublisherWiley (PUBLISHER • GB)
DOI10.1002/pa.1584
PMID28042284
OpenAlexW2153403152
LanguageEN
References cited20

Reducing youth exposure to alcohol advertising is a global health priority. In most countries around the world, the alcohol industry is given the opportunity to regulate itself with respect to advertising practices. Generally, the alcohol industry self-regulations are lax, allowing youth to be disproportionately exposed to alcohol advertising. However, Beam Global Spirits and Wine (Beam) voluntarily adopted more restrictive advertising standards in the United States in 2007. This study assessed Beam's compliance with their new standard and estimates its effect on youth exposure and advertising costs. We found that Beam's compliance with its more restrictive standards was imperfect, but never-the-less, we estimated that youth exposure to alcohol advertising was reduced compared to other spirits brands. Beam's more restrictive standards did not increase their advertising costs and therefore other alcohol companies should consider adopting similar standards around the world

Advertising · Alcohol · Alcohol advertising · Alcohol industry · Business · Compliance (psychology · Environmental health · Imperfect · Poison control · Healthcare Policy and Management · Human Factors and Ergonomics · Medicine · Psychology · Smoking Behavior and Cessation · Social Psychology · Substance Abuse Treatment and Outcomes · Marketing

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