Magazine

May 2013: Alcoholism at Large

High-risk teens watch late-night alcohol ads.

Alcohol ad restrictions for teens ineffective
In 2009, Dutch regulators sought to reduce youth exposure to alcohol advertising by restricting times during which alcohol ads may be aired on TV or radio, prohibiting alcohol ads between the hours of 6 a.m. and 9 p.m.

A new report used simulation analysis to model what would happen if a similar policy were applied to U.S. TV. They found that time restrictions would protect viewers under age 12, but actually increase the exposure of teens aged 12 to 20, the young people most likely to start drinking.

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