Alcohol industry TV advertising guidelines are lax enough to perm...
Alcohol industry TV advertising guidelines are lax enough to permit “substantial exposure” to liquor commercials by underage youths, Center for Alcohol Mktg. & Youth at Georgetown U. said in study released Tues. Of 208,909 TV and cable commercials monitored…
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in 2001, 24.5% were more likely to have been seen by youths than adults because of surrounding programming, Center said, with 3,262 liquor spots in programs with more youths than adults in audience. Among other key findings: (1) Youths saw more TV commercials for beer than for juice, gum, chips, sneakers and jeans combined. (2) Youths watched almost as many beer, wine and distilled spirits commercials as did adults. (3) Youths were “routinely exposed” to alcohol commercials on 5 networks -- WB, UPN, Comedy Central, BET, VH1. “This study shows that no one is protecting our youth,” said Comr. David Kessler of Food & Drug Administration. “The industry’s own guidelines are so permissive that, in practice, they amount to no limits at all.” Center said it submitted study to FTC with request that agency re-examine advertising practices of alcohol industry.