alcohol marketing to youth

A teens world is saturated with alcohol advertisements.  These ads are more than just pretty pictures, they are designed to increase sales and brand power.

How is alcohol portrayed in the media?  Does it.....

  1. Glamorize drinking and make it look like it is the way to have friends, get girls or be good in sports?
  2. Minimize consequences, and make it seem like harmless fun? 
  3. Make it seem like everyone is doing it, and you will have friends and be accepted BECAUSE you drink?
  4. Send the message that excessive or underage drinking is “normal” or expected?
  5. Make it attractive to kids?
  6. Contribute to misguided impressions that drunk people are funny or having a hangover is a badge of honor?
  7. Make it seem like drinking and sports, or drinking and celebrations go together?
  8. Send the message drinking and sex go together?

How is alcohol marketed?

  1. Rock stars, TV stars, or Sports Figures -- What's the concern?

    • Celebrities not only influence things like fashion trends, they can also influence behavior and potentially set a negative example in regards to drugs or alcohol. 
  2. TV -- What message do you think these television shows or ads send to teens?

    • Celebrity Rehab with Dr. Dre
    • Jersey Shor
    • The Real Housewives
    • The Simpsons
    • Two and a Half Men
  3. Music -- 1 in 3 hit songs in 2005, reference alcohol or drugs

    • Reuters reported that according to a study by the University of Pittsburgh School Medicine, 33% of the top 279 songs on the 2015 Billboard charts included alcohol and other drug references.
  4. Movies -- How common is alcohol in movies?

    • 1/2 of the animinated movies reviewed, rated G, in theaters 1937-1997, depicted alcohol use according to a study published in the Journal of the American Medical Association.
    • None of the films addressed the long-term health consequences of tobacco and alcohol addiction. 
    • Examples depicting alcohol use: Pocahontas, Dumbo, Aladin, Herculese, Beauty and the Beast, Peter Pan, Robin Hood, etc.

  5. WHAT ELSE?....Social MediaMagazines, BillboardsPoint of Purchase (In-Store) Ads, and through other aspects of everyday life.


2015 Bud Light Pulls Label with Message that Sparked Backlash

  • The label promised that Bud Light was "the perfect beer for removing 'no' from your vocabulary for the night," and sparked people to recall alcohol's connection with sexual assaults. (NPR 2015)

2015 CAMY Fact Sheet - Women, Girls, and Alcohol

  • Young girls are increasingly exposed to advertising for low-alcohol products, such as wine coolers and alcoholic iced teas. 
  • Teenage girls' exposure to such ads increased 216%, compared to 46% for boys.

2013 An Empirical Evaluation of the US Beer Institute’sSelf-Regulation Code Governing the Content of Beer Advertising

  • This study evaluated advertising code violations in national markets between 1999 and 2008 during the National Collegiate Athletic Association basketball tournament games using the US Beer Institute guidelines for responsible advertising. (American Journal of Public Health: October 2013, Vol. 103, No. 10, pp.   e45-e51)

2013 Brand-Specific Consumption of Alcohol Among Underage Youth in the United States

  • Past 30-day consumption of 898 brands among 16 alcoholic beverage types, including the frequency and amount consumed, using a national sample of 1,032 youth, aged 13 to 20 was assessed. (Alcoholism: Clinical and Experimental Research. July 2013; Volume 37, Issue   7, pages 1195-1203)

2013 Trends in Exposure to Substance Use Prevention Messages among Adolescents (The NSDUH Report)

2010 Boyle County Middle School Super Bowl Survey of Alcohol Advertising (Bluegrass Prevention Center)

  • 393 students watched the 2010 Super Bowl, and reported product types they remembered seeing advertised. These were the product categories in descending order:

    1. Food – 80%
    2. Alcoholic Beverages – 69%
    3. Internet Companies -- 21%
    4. Non-Alcoholic Beverages—16%
    5. "Other" – 14%
    6. Cars/Car Products – 13%
    7. Clothing – 4%
    8. Cell Phone Companies – 2%

2010 CAMY Report - Youth Exposure to Alcohol Advertising on Television, 2001-2009

  • Youth exposure to alcohol advertising on U.S. television increased 71% between 2001 and 2009, more than the exposure of either adults ages 21 and above or young adults ages 21 to 34.

2009-2011 Alcohol Brand References in U.S. Popular Music

  • This study assessed the prevalence and context of alcohol brand references in popular music. Billboard Magazine year-end charts from 2009 to 2011 were used to identify the most popular songs in four genres: Urban, Pop, Country, and Rock.  (Substance Use & Misuse, Early Online 1-10, August 23, 2013; Doi: 10.3109/10826084.2013.793716)