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A recent study conducted by researchers at the Center on Alcohol Marketing and Youth at Georgetown University (CAMY) has shown that alcohol advertisements have increased between 2001 and 2007 along with the percentage of teens in the audience. This increase comes despite the fact that, the report states, “in 2003, the Beer Institute and the Distilled Spirits Council of the United States (DISCUS), trade associations for their respective industries, adopted a “proportional” 30% maximum for underage audiences of programming where their members place their advertising.”


“Although alcohol-industry advertising spending increased very little on television between 2001 and 2007 (only 1.3% when adjusted for inflation), the number of alcohol product advertisements grew by 50.8%, from 225,619 in 2001 to 340,337 in 2007. The main reason for this increase was the tripling of alcohol advertising placements on cable television, from 51,019 in 2001 to 168,318 in 2007.”

For every 1% increase in teen audience, there was a 7% increase in beer ads, 15% for distilled spirits, and 15% in sweetly flavored grain beverages.

“The standard has not succeeded in limiting or reducing youth exposure to alcohol advertising on television. A leading industry spokesperson has referred to the standard as “proportional” because approximately 30% of the population is under age 21. Of this underage population, children under age two are not counted by Nielsen.”

To see the entire report, visit CAMY’s web site.