Abstract
Underage alcohol use is a global public health problem and alcohol advertising has been associated with underage drinking. The alcohol industry regulates itself and is the primary control on alcohol advertising in many countries around the world, advising trade association members to advertise only in adult-oriented media. Despite high levels of compliance with these self-regulatory guidelines, in several countries youth exposure to alcohol advertising on television has grown faster than adult exposure. In the United States, we found that exposure for underage viewers ages 18-20 grew from 2005 through 2011 faster than any adult age group. Applying a method adopted from a court in the US to identify underage targeting of advertising, we found evidence of targeting of alcohol advertising to underage viewers ages 18-20. The court's rule appeared in Lockyer v. Reynolds (The People ex rel. Bill Lockyer v. R.J. Reynolds Tobacco Company, GIC764118, 2002). We demonstrated that alcohol companies were able to modify their advertising practices to maintain current levels of adult advertising exposure while reducing youth exposure.
| Original language | English (US) |
|---|---|
| Pages (from-to) | 105-118 |
| Number of pages | 14 |
| Journal | Journal of Public Health Policy |
| Volume | 35 |
| Issue number | 1 |
| DOIs | |
| State | Published - Feb 2014 |
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Keywords
- advertising
- Alcohol
- self-regulation
- television
- Tobacco Master Settlement Agreement
- underage drinking
ASJC Scopus subject areas
- Public Health, Environmental and Occupational Health
- Health Policy
- Medicine(all)
Cite this
Evidence of underage targeting of alcohol advertising on television in the United States : Lessons from the Lockyer v. Reynolds decisions. / Ross, Craig S.; Ostroff, Joshua; Jernigan, David H.
In: Journal of Public Health Policy, Vol. 35, No. 1, 02.2014, p. 105-118.Research output: Contribution to journal › Article
}
TY - JOUR
T1 - Evidence of underage targeting of alcohol advertising on television in the United States
T2 - Lessons from the Lockyer v. Reynolds decisions
AU - Ross, Craig S.
AU - Ostroff, Joshua
AU - Jernigan, David H.
PY - 2014/2
Y1 - 2014/2
N2 - Underage alcohol use is a global public health problem and alcohol advertising has been associated with underage drinking. The alcohol industry regulates itself and is the primary control on alcohol advertising in many countries around the world, advising trade association members to advertise only in adult-oriented media. Despite high levels of compliance with these self-regulatory guidelines, in several countries youth exposure to alcohol advertising on television has grown faster than adult exposure. In the United States, we found that exposure for underage viewers ages 18-20 grew from 2005 through 2011 faster than any adult age group. Applying a method adopted from a court in the US to identify underage targeting of advertising, we found evidence of targeting of alcohol advertising to underage viewers ages 18-20. The court's rule appeared in Lockyer v. Reynolds (The People ex rel. Bill Lockyer v. R.J. Reynolds Tobacco Company, GIC764118, 2002). We demonstrated that alcohol companies were able to modify their advertising practices to maintain current levels of adult advertising exposure while reducing youth exposure.
AB - Underage alcohol use is a global public health problem and alcohol advertising has been associated with underage drinking. The alcohol industry regulates itself and is the primary control on alcohol advertising in many countries around the world, advising trade association members to advertise only in adult-oriented media. Despite high levels of compliance with these self-regulatory guidelines, in several countries youth exposure to alcohol advertising on television has grown faster than adult exposure. In the United States, we found that exposure for underage viewers ages 18-20 grew from 2005 through 2011 faster than any adult age group. Applying a method adopted from a court in the US to identify underage targeting of advertising, we found evidence of targeting of alcohol advertising to underage viewers ages 18-20. The court's rule appeared in Lockyer v. Reynolds (The People ex rel. Bill Lockyer v. R.J. Reynolds Tobacco Company, GIC764118, 2002). We demonstrated that alcohol companies were able to modify their advertising practices to maintain current levels of adult advertising exposure while reducing youth exposure.
KW - advertising
KW - Alcohol
KW - self-regulation
KW - television
KW - Tobacco Master Settlement Agreement
KW - underage drinking
UR - http://www.scopus.com/inward/record.url?scp=84892568480&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=84892568480&partnerID=8YFLogxK
U2 - 10.1057/jphp.2013.52
DO - 10.1057/jphp.2013.52
M3 - Article
C2 - 24424494
AN - SCOPUS:84892568480
VL - 35
SP - 105
EP - 118
JO - Journal of Public Health Policy
JF - Journal of Public Health Policy
SN - 0197-5897
IS - 1
ER -