According to a new study by the Center on Alcohol Marketing and Youth (CAMY) at the Johns Hopkins Bloomberg School of Public Health, youth exposure to alcohol advertising in magazines dropped by 48 percent between 2001 and 2008.
In 2008, 325 alcohol brands advertised in magazines, though 16 brands comprised half of the advertising in publications more likely to be seen by youth than by adults. Leading the list were Patron Silver Tequila, Absolut Vodka, Kahlua Liqueurs, Ketel One Vodka and Jim Beam Bourbon Whiskey.
The report shows that alcoholl companies have largely met the industry’s voluntary standard of not placing ads in magazines with 30 percent or more youth readership. That standard was adopted by the industry in 2003.
"It continues to make no sense to advertise more heavily to those who cannot purchase alcohol than to those who can," said CAMY Director David H. Jernigan. "Yet a relatively small number of brands are still doing this, despite industry efforts to tighten the standard in order to reduce youth exposure."
