Despite assurances from the liquor industry that its radio advertising doesn’t target underage drinkers, commercials routinely are aired on stations that appeal to younger listeners.
That, at least, is the finding of an analysis by the Center on Alcohol Marketing and Youth at Baltimore’s Johns Hopkins University.
The analysis found that 9 percent of the beer and liquor commercials aired in 2009 violated a voluntary industry standard established in 2003 to curb such advertising to youths. That standard calls for marketers of alcoholic beverages to avoid advertising on stations where more than 30 percent of the audience is below age 21.
Three beer brands – Miller Lite, Bud Light and Coors Light – accounted for more than half of the commercials that defied the industry standard, according to the center.
What’s more, the center said the much-violated standard is too lax, citing the large numbers of listeners ages 12 to 20 — those most likely to be underage drinkers — who tune in to stations saturated with liquor commercials.
“A nine percent failure rate for an already weak standard means that a significant number of young people are being overexposed to alcohol advertising on the radio,” David Jernigan, the center’s director and lead author of the report, said in a news release.
The center noted that 24 state attorneys general, among others, have called for tightening the voluntary standard to stop alcohol advertising on stations where 15 percent or more of the listeners are ages 12 to 20.
For the report the center analyzed ads in 75 media markets serving 46.5 percent of the U.S. population age 12 and older. The report said that despite new technologies, radio remains an important source of entertainment for young people.
“The perception that young people are only listening to music on their iPods, cellphones and the Internet is naive,” wrote Jernigan. “Radio is still a source of entertainment for youth and alcohol ads are still finding their way to too many young ears.”
ROBERT T. NELSON
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