Featured Research

from universities, journals, and other organizations

Alcohol advertising standards violations most common in magazines with youthful audiences

Date:
August 8, 2012
Source:
Johns Hopkins Bloomberg School of Public Health
Summary:
The content of alcohol ads placed in magazines is more likely to be in violation of industry guidelines if the ad appears in a magazine with sizable youth readership, according to a new study.

The content of alcohol ads placed in magazines is more likely to be in violation of industry guidelines if the ad appears in a magazine with sizable youth readership, according to a new study from the Center on Alcohol Marketing and Youth (CAMY) at the Johns Hopkins Bloomberg School of Public Health. Published in the Journal of Adolescent Health, the study is the first to measure the relationship of problematic content to youth exposure, and the first to examine risky behaviors depicted in alcohol advertising in the past decade.

The researchers examined 1,261 ads for alcopops, beer, spirits or wine that appeared more than 2,500 times in 11 different magazines that have or are likely to have disproportionately youthful readerships -- that is, youth readerships equaling or exceeding 15 percent. Ads were analyzed for different risk codes: injury content, over consumption content, addiction content, sex-related content and violation of industry guidelines. This latter category refers to the voluntary codes of good marketing practice administered by alcohol industry trade associations. Examples of code violations include ads appearing to target a primarily underage audience, highlighting the high alcohol content of a product or portraying alcohol consumption in conjunction with activities requiring a high degree of alertness or coordination such as swimming.

"The finding that violations of the alcohol industry's advertising standards were most common in magazines with the most youthful audiences tells us self-regulated voluntary codes are failing," said CAMY Director and study co-author David Jernigan, PhD. "It's time to seriously consider stronger limits on youth exposure to alcohol advertising."

Specific examples the researchers identified in the sample included advertising showing alcohol consumption near or on bodies of water, encouraging over consumption, and providing messages supportive of alcohol addiction. In addition, nearly one in five ad occurrences contained sexual connotations or sexual objectification. Results also show ads were concentrated across type of alcohol, brand and outlet, with spirits representing about two-thirds of the sample, followed by ads for beer, which comprised almost another 30 percent. The ten most advertised brands, a list comprised solely of spirits and beer brands, accounted for 30 percent of the sample, and seven brands were responsible for more than half of the violations of industry marketing guidelines.

"The bottom line here is that youth are getting hit repeatedly by ads for spirits and beer in magazines geared towards their age demographic," said Jernigan. "As at least 14 studies have found that the more young people are exposed to alcohol advertising and marketing, the more likely they are to drink, or if already drinking, to drink more, this report should serve as a wake-up call to parents and everyone else concerned about the health of young people."

Alcohol is responsible for 4,700 deaths per year among young people under the age of 21, and is associated with the three leading causes of death among youth: motor vehicle crashes, homicide and suicide.

The research was funded by grants from the Centers for Disease Control and Prevention to the Johns Hopkins Center for Injury Research and Policy.


Story Source:

The above story is based on materials provided by Johns Hopkins Bloomberg School of Public Health. Note: Materials may be edited for content and length.


Journal Reference:

  1. Elizabeth Rhoades, David H. Jernigan. Risky Messages in Alcohol Advertising, 2003–2007: Results From Content Analysis. Journal of Adolescent Health, 2012; DOI: 10.1016/j.jadohealth.2012.04.013

Cite This Page:

Johns Hopkins Bloomberg School of Public Health. "Alcohol advertising standards violations most common in magazines with youthful audiences." ScienceDaily. ScienceDaily, 8 August 2012. <www.sciencedaily.com/releases/2012/08/120808132456.htm>.
Johns Hopkins Bloomberg School of Public Health. (2012, August 8). Alcohol advertising standards violations most common in magazines with youthful audiences. ScienceDaily. Retrieved October 21, 2014 from www.sciencedaily.com/releases/2012/08/120808132456.htm
Johns Hopkins Bloomberg School of Public Health. "Alcohol advertising standards violations most common in magazines with youthful audiences." ScienceDaily. www.sciencedaily.com/releases/2012/08/120808132456.htm (accessed October 21, 2014).

Share This



More Mind & Brain News

Tuesday, October 21, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Your Birth Season Might Determine Your Temperament

Your Birth Season Might Determine Your Temperament

Newsy (Oct. 20, 2014) A new study says the season you're born in can determine your temperament — and one season has a surprising outcome. Video provided by Newsy
Powered by NewsLook.com
Court Ruling Means Kids' Online Activity Could Be On Parents

Court Ruling Means Kids' Online Activity Could Be On Parents

Newsy (Oct. 17, 2014) In a ruling attorneys for both sides agreed was a first of its kind, a Georgia appeals court said parents can be held liable for what kids put online. Video provided by Newsy
Powered by NewsLook.com
The Best Foods To Boost Your Mood

The Best Foods To Boost Your Mood

Buzz60 (Oct. 17, 2014) Feeling down? Reach for the refrigerator, not the medicine cabinet! TC Newman (@PurpleTCNewman) shares some of the best foods to boost your mood. Video provided by Buzz60
Powered by NewsLook.com
You Can Get Addicted To Google Glass, Apparently

You Can Get Addicted To Google Glass, Apparently

Newsy (Oct. 15, 2014) Researchers claim they’ve diagnosed the first example of the disorder in a 31-year-old U.S. Navy serviceman. Video provided by Newsy
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:

Breaking News:

Strange & Offbeat Stories


Health & Medicine

Mind & Brain

Living & Well

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile: iPhone Android Web
Follow: Facebook Twitter Google+
Subscribe: RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins