Controversial Advertising Alcohol Advertising Controversies 14 million americans abuse alcohol Public health concerns cancer liver damage heart disease fetal alcohol syndrome secondary effects drowning violent crime car accidents Industry says if a product is legal then advertising should be done freely graph on alcohol use over time by age in markets with high alcohol adv numbers go up graph by age in low alcohol adv market numbers go down Do Alcohol Ads target the Underage Ads places in magazines with high youth readership Rolling Stone Spin In Style Beers ads are frequent in sports oriented TV shows Advertising Consumption Adv impacts youth awareness brand recognition desire to consume positive feelings about drinking increased likelihood to drink desire to create positive associations when young Evidence suggests Adv is a significant factor in adolescent use Estimated effect size 10 30 Adolescent Exposure to Alcohol Ads Underage Drinking 2007 Exposure in 6th grade drinking in 7th grade Exposures included viewing of professional bball fball viewing of college bball fball viewing of NASCAR races viewing of beer ads on ESPN viewing of beer ads on other programs alcohol ads in magazines Rolling Stones Sports Illustrated People Field Stream Newsweek radio listening exposure to beer concessions exposure to in store beer displays ownership of alcohol promotional items hats shirts posters that adv alcohol Alcohol Sports Alcohol advertising accounted for more than 3 times as much spending on sports pro gramming as on TV programs in general 2001 2003 Alcohol ads appeared 7 8 times more often during sports programming 2001 2003 Imagery in Alcohol Adv Alcohol as celebration Regulation What Where How Alcohol advertising can t target youth under 21 Alcohol adv can t imply that consumption enhances athletic ability if athletes are used must not be consuming or about to consume Self Regulation Broadcasting In 2002 NBC announced they would begin airing hard liquor ads after 9p m 68 of respondent opposed to NBC s changed policy bc young people will be ex posed to liquor Heeding public pressure NBC cancelled its plans in March 2002 Targeting Children Most alcohol manufacturers have developed self regulatory guidelines regarding adv to minors Models should appear 25 Avoid music language characters specifically assocaited with those under 21 placement in media specifically oriented to those under 21 sports celebrity endorsement example Spuds MacKenzie cute dog in Bud Light ads
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