Sex Differences in Adolescent Exposure to Alcohol Advertising in Magazines

Abstract

Exposure of underage girls to alcohol advertising is substantial and increasing, pointing to the failure of industry self-regulation and the need for further action.

Adolescent Exposure to Alcohol Advertising in Magazines: An Evaluation of Advertising Placement in Relation to Underage Youth Readership

“…Because the nonyouth alcoholic beverage category is made up primarily of spirits, this result probably reflects the previously reported finding that exposure to spirits advertisements is higher among males than females, whereas exposure to flavored alcoholic beverages (which is one of the youth beverage types) advertising is higher among females than males [37].…”

Industry self‐regulation of alcohol marketing: a systematic review of content and exposure research

“…Fifteen studies conducted in four countries evaluated the prevalence of youth exposure to alcohol advertisements in magazines and newspapers . In Australia, 74.7% of 12–17‐year‐olds reported seeing at least one alcohol‐branded magazine advertisement .…”

“…In Australia, 74.7% of 12–17‐year‐olds reported seeing at least one alcohol‐branded magazine advertisement . On a per‐capita basis, US youths aged 12–20 were exposed to 48% more magazine beer advertisements, 20% more distilled spirits advertisements and 92% more alcopop advertisements than the 21 and older population during 2003 . The FTC reports high compliance with the industry's exposure threshold .…”

Evidence for a closing gender gap in alcohol use, abuse, and dependence in the United States population

“…Finally, from 2001 to 2002, the proportion of young girls exposed to print advertising of low-alcohol beverages (e.g. wine coolers) increased by 216% (Jernigan et al, 2004). These and other time trends in advertising exposure to young women may have increased the social acceptability of alcohol use by women in younger generations.…”