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As Younger Viewers Tune In Cable, So Do Alcohol Advertisers |
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December 13, 2005
According to the research, alcohol companies significantly increased their advertising activity on cable television. As a result, the number of cable network alcohol ads that were more likely to be seen by underage youth than adults on a per capita basis rose 97 percent from 2001 to 2004. CAMY, which is supported by grants from The Pew Charitable Trusts and the Robert Wood Johnson Foundation, conducted an analysis of more than one million television ads placed between 2001 and 2004 on broadcast, cable and local television and worth almost $3.5 billion. The analysis shows high levels of underage youth exposure to these ads despite the industry's self-regulation of its marketing and advertising practices and despite repeated public opinion poll findings that parents want their children exposed to less of this advertising. "Exposure to alcohol ads influences youth drinking behavior," said CAMY research director Dr. David Jernigan. "Kids need to see fewer of these messages glamorizing alcohol use, not more." Key findings of the analysis include:
"Parents, families and teachers face the tragic consequences of teen alcohol use every day," said Jernigan. "Alcohol companies need to adopt more effective standards to protect our kids from exposure to a barrage of advertisements for a product they are not allowed to purchase." Report Your Experience
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