Evidence of underage targeting of alcohol advertising on television in the United States: Lessons from the Lockyer v. Reynolds decisions

Craig S. Ross, Joshua Ostroff, David H. Jernigan

Research output: Contribution to journalArticle

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 languageEnglish (US)
Pages (from-to)105-118
Number of pages14
JournalJournal of Public Health Policy
Volume35
Issue number1
DOIs
StatePublished - Feb 2014

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Television
Alcohols
Tobacco
Industry
Public Health
Age Groups
Guidelines

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 journalArticle

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