Youth Overexposed: Alcohol Advertising in Magazines, 2001 to 2003

Report Read time:
Youth Overexposed: Alcohol Advertising in Magazines, 2001 to 2003

Distilled spirits and beer advertising in national magazines between 2001 and 2003 consistently reached more underage youth than adults on a per capita basis, according to an analysis by the Center on Alcohol Marketing and Youth (CAMY) of 10,455 alcohol ads costing almost $1 billion. Major findings from this analysis include the following:

  • The beer industry led the way in this "overexposure" of underage youth, delivering 52%, 57%, and 48% more advertising to underage youth than to adults on a per capita basis in 2001, 2002 and 2003 respectively.
  • The distilled spirits industry delivered 33%, 23% and 20% more advertising to underage youth than to adults on a per capita basis in 2001, 2002 and 2003 respectively. However, the dominance in spending by distilled spirits companies (see below) meant that the volume of distilled spirits advertising reaching underage youth overwhelmed that of beer.
  • Collectively, underage youth overexposure to alcohol advertising declined from 26% to 15% during this period as companies moved more of their ad placements to publications with 30% or less underage youth readership (see below), the spending on advertising for "alcopops" declined, and wine advertising continued its trend of not overexposing underage youth in general.
Downloads Report Youth Overexposed Alcohol Advertising in Magazines 2001 to 2003
Downloads Report Youth Overexposed Alcohol Advertising in Magazines 2001 to 2003
America’s Overdose Crisis
America’s Overdose Crisis

America’s Overdose Crisis

Sign up for our five-email course explaining the overdose crisis in America, the state of treatment access, and ways to improve care

Sign up
Quick View
America’s Overdose Crisis

America’s Overdose Crisis

Sign up for our five-email course explaining the overdose crisis in America, the state of treatment access, and ways to improve care

Sign up

MORE FROM PEW

A customer leaves a payday loan store on Frederick Rd. in Gaithersburg, Maryland. Payday Loans and Overdraft
Terri Straka, who participated in a buyout program designed to move Horry County, South Carolina, residents out of flood-prone areas, stencils the wall of her new home on her move-in day, Sept. 19, 2022, with her granddaughter, Sophia. How One Woman Became the Voice for Flood Survivors
Three people sit on a panel in front of a blue screen with blurry words projected on it. On the right is a Latino man in a black suit jacket with a pink tie; to his right is a Black woman wearing a colorful headdress and dress, and glasses; to her right and somewhat blurry is an Indian man in a blue blazer and striped tie. Agreement Curbing Fisheries Subsidies Awaits Ratification
Mother scolding her mischievous son interrupting her work Affordable Connectivity Program Can Close Digital Divide
Composite image of modern city network communication concept

Learn the Basics of Broadband from Our Limited Series

Sign up for our four-week email course on Broadband Basics
Quick View

How does broadband internet reach our homes, phones, and tablets? What kind of infrastructure connects us all together? What are the major barriers to broadband access for American communities?