Beer Brands Popular Among Youth Contravene Industry’s Voluntary Advertising Code
Oct 5, 2017 - 10:53:06 AM
Researchers obtained a complete list of 288 brand-specific beer advertisements broadcast during a decade of the National Collegiate Athletic Association (NCAA) men’s and women’s basketball tournaments from 1999 to 2008. The ads represented 23 beer brands. All of the ads were assessed by a panel of 15 health experts and other professionals for the presence of youth-appealing content, which would be in violation of the alcohol industry’s voluntary code. Brand popularity was determined by a 2011-2012 national survey of underage drinkers.
Alcohol brands popular among underage youth were more likely to air television advertising that violated the industry’s voluntary code regarding youth-appealing content. More specifically, code violations due to youth-appealing content were prevalent during the NCAA basketball tournament games: 21.5 percent of the 288 ads were cited for content primarily appealing to underage youth. The study authors suggest that some beer producers are successfully targeting underage youth – therefore deriving profits from illegal alcohol consumption – and provide three key policy recommendations: strict enforcement of marketing and advertising guidelines developed by public-health groups; compliance reviews conducted by a third-party independent agency; and moving toward a total ban on youth-appealing alcohol advertising