CAMY (Center on Alcohol Marketing and Youth)
at Johns Hopkins Bloomberg School of Public Health

See also: Advertising and Alcohol

Powdered Alcohol
Prevalence of Underage Drinking
The Toll of Underaged Drinking

Alcohol Related Harms
Fact sheets:

Youth exposure to alcohol advertising on television, 2001-2009. "There is growing concern among policy makers and the general public about the impact of messages from popular and commercial cultures on youth perceptions, attitudes and health behaviors. Also available are Fact Sheets on the "Prevalence of Underage Drinking", "Alcohol Advertising and Youth" and more. Search reports at

Youth exposure to alcohol product advertising on local radio in 75 U. S. Markets, 2009
Key findings include:
- Approximately 9 percent of all alcohol product advertisements aired on programming with underage audiences in violation of the industry's 30 percent standard. These advertisements generated 18 percent of youth exposure to alcohol advertising.
- Three brands ( Bud Light, Coors Light, and Miller Light) place close to half of the noncompliant aids.
- Close to one third (32%) of advertising placements occurred when proportionately more youth were listening than adults aged 21 and above.
- These overexposing ads generated more that half of youth exposure to radio advertising for alcohol in 2009.
- In the majority of markets measured by Aritron's new Portable People Meter technology in 2009, girls aged 12 to 20 were more likely than boys in the same age group to be exposed to alcohol advertising for alcopops, distilled spirits, and wine.

"The alcohol industry's current standard covers all people below the age of 21; however, more than two-thirds of underage exposure to alcohol advertising on the radio went to young people between the ages of 12 and 20. Protecting this age group, which is less than 15 percent of the population from undue exposure to alcohol advertising is the reason why the National Research Council and Institute of Medicine and 24 state attorneys general have called for the industry to adopt a new standard limiting alcohol advertising to programming where they are less than 15 percent of the audience.

"In summary, this report finds that alcohol advertisers violate a relatively weak voluntary standard, resulting in substantial undue youth exposure to alcohol advertising."
Full report may be found at:


Slater, Michael D.; Rouner, Donn; Murphy, Kevin; et. al.; "Male adolescent's reaction to TV beer advertisements: the effects of sports content and programming content,"; JOURNAL OF STUDIES ON ALCOHOL (1996), 57 (4): 425-33. "N+157 white male high school students. The results support public and official concerns that sports contain in beer aids increase the ads appeal to underage youth. They do no support hypothesized concerns that sports programing might prime adolescents to be more receptive to beer ads."

"Underage drinking in the United States: a status report, 2004", (February, 2005), The Center on Alcohol Marketing and Youth.
7,000 young people under 16 have their first drink every day (Sept. 2004, SAMHSA)

"Youth exposure to TV alcohol ads rising." "More spending on television, especially on cable, translates into kids seeing more and more alcohol ads," said David Jernigan, executive director of CAMY.

The report, STILL GROWING AFTER ALL THESE YEARS: YOUTH EXPOSURE TO ALCOHOL ADS ON TV 2001-2005, found that industry self-regulation standards for TV ads -- including a pledge not to advertise on programs with an underage audience of more than 30 percent -- have provided insufficient protection for young viewers, although fewer ads are now being placed on shows with large youth audiences.

CAMY said that spending on alcohol aids rose 34 percent between 2001 and 2005, and the number of ads televised increased 34 percent. The alcohol industry is now spending more than $1 billion annually on TV ads, the report said.

According to MTF, 55.8% of high school seniors reported using "alcopops" in 2004, a level that is virtually unchanged from 2003. Among current drinkers, 78.5% of eighth-graders, 71.3% of 10th-graders and 64.8% of 12-graders reported drinking "alcopops" in the past month.

In November 2004, the National Institute on Alcohol Abuse and Alcoholism (NIAAA) concluded that alcohol abuse and dependence are "developmental disorders".

An analysis published in the November 15, 2004 issue of BIOLOGICAL PSYCHIATRY stated that the onset of alcohol dependence peaks by 18 years of age.

The Centers for Disease Control and Prevention (CDC) released in September, 2004 a new annual estimate on the number of underage deaths due to excessive alcohol use: 4,

Brain researchers using brain scanning technology, have identified how they believe alcohol use may cause loss of memory and other skills in adolescents.

Drowned Out
The Center on Alcohol Marketing and Youth (CAMY) released a report this week concluding that youth are 239 times more likely to see ads promoting alcohol projects than industry spots discouraging underage drinking.

Alcohol industry "responsibility" advertisements comprised less than three percent of nearly 1.5 million alcohol industry television advertisements that aired from 2001 to 2005, according to the study. The report, titled DROWNED OUT: Alcohol Industry "Responsibility" Advertising on Television 2001-2005, analyzed the industry's "responsibility" advertising because it is the largest source of such advertising. In addition to looking at the number of ads, the study analyzed spending and found that of the $4.9 billion spent to advertise alcohol on television from 2001 to 2005, just 2% ( or $104 million) was spent to air 41,333 "responsibility" advertisements.

updated 12/13/16