Selection of branded alcoholic beverages by underage drinkers.

Purpose: The purpose of this study was to identify reasons why youth choose to drink specific brands of alcohol and to determine if these reasons are associated with problem drinking patterns and outcomes.

Methods: We conducted an Internet survey of 1,031 youth aged 13-20 years who reported drinking within the past 30 days. Of these, 541 youth who reported having a choice of multiple brands of alcohol the last time they drank stated (yes/no) whether each of 16 different reasons had influenced their choice of a specific brand.

Youth alcohol brand consumption and exposure to brand advertising in magazines.

Objective: Recently published research has identified the alcohol brands most frequently consumed by underage youth. The present study examines alcohol magazine advertising in 2011 to report age- and sex-specific exposure to advertisements for these brands in contrast with other magazine advertising brands less popular with youth.

Method: We licensed magazine advertising occurrence data from Nielsen and magazine audience data from the research company GfK MRI (Growth from Knowledge, Mediamark Research & Intelligence) for national full-run editions for 2011.

The relationship between brand-specific alcohol advertising on television and brand-specific consumption among underage youth.

Background: Being able to investigate the relationship between underage drinkers' preferences for particular brands and their exposure to advertising for those brands would represent a significant advance in alcohol marketing research. However, no previous national study has examined the relationship between underage youth exposure to brand-specific alcohol advertising and consumption of those brands.

Methods: We conducted a cross-sectional, Internet-based survey of a national sample of 1,031 youth, ages 13-20, who had consumed at least 1 drink of alcohol in the past 30 days.

Differences in alcohol brand consumption between underage youth and adults-United States, 2012.

Background: The alcohol brand preferences of US underage drinkers have recently been identified, but it is not known whether youth are simply mimicking adult brand choices or whether other factors are impacting their preferences. This study is the first to compare the alcohol brand preferences of underage drinkers and adults.

Methods: The authors conducted a cross-sectional assessment of youth and adult alcohol brand preferences.

Evidence of underage targeting of alcohol advertising on television in the United States: lessons from the Lockyer v. Reynolds decisions.

Underage alcohol use is a global public health problem and alcohol advertising has been associated with underage drinking. The alcohol industry regulates itself and is the primary control on alcohol advertising in many countries around the world, advising trade association members to advertise only in adult-oriented media. Despite high levels of compliance with these self-regulatory guidelines, in several countries youth exposure to alcohol advertising on television has grown faster than adult exposure.

Brand-specific consumption of alcohol among underage youth in the United States.

Background: Little is known about brand-specific alcohol consumption among underage youth, as existing information is collected at the level of alcoholic beverage type. This study identifies the alcohol brands consumed by a nationally representative sample of underage youth in the United States.

Methods: We obtained a national sample of 1,032 underage youth, aged 13 to 20, using a pre-recruited Internet panel maintained by Knowledge Networks.

Alcohol brand preferences of underage youth: results from a pilot survey among a national sample.

This study is the first investigation to explore the alcohol brand preferences of underage youth via a national survey. The authors conducted a pilot study of a new, Internet-based alcohol brand survey with 108 youth aged 16 to 20 years who were recruited from an existing panel and had consumed alcohol in the past month. The authors ascertained respondents' consumption of each of 380 alcohol brands during the past 30 days, including which brands of alcohol were consumed during heavy drinking episodes.

Breakfast cereal industry pledges to self-regulate advertising to youth: will they improve the marketing landscape?

In 2007, the Council of Better Business Bureaus created the Children's Food and Beverage Advertising Initiative to improve the nutritional profile of products marketed to children in the United States. We provide quantitative baseline data describing (a) the amount of child-directed breakfast cereal advertising in 2007; (b) an assessment of the nutritional value for all cereals advertised on television; and (c) the relationship between nutrition quality and child exposure to television advertising for major cereal brands. In 2007, the average American child viewed 757 cereal ads, and 98 per cent of these ads promoted unhealthy cereals that would be prohibited from advertising to children in the United Kingdom.

Adolescent exposure to alcohol advertising in magazines: an evaluation of advertising placement in relation to underage youth readership.

Purpose: To investigate whether alcoholic beverages popular among underage youths are more likely than those less popular among these youths to be advertised in magazines with high underage youth readerships.

Methods: We compared the alcohol advertisement placement in 118 magazines during the period 2002 to 2006 for alcoholic beverages popular among youths to that of alcoholic beverages less likely to be consumed by youths. Using a random effects probit model, we examined the relationship between a magazine's youth (ages 12-20) readership and the probability of youth or nonyouth alcoholic beverage types being advertised in a magazine, controlling for young adult (ages 21-34) readership, cost of advertising, and other factors.

Association between adolescent viewership and alcohol advertising on cable television.

Objectives: We examined whether alcohol advertising on cable television is associated with adolescent viewership.

Methods: Using Nielsen data for every national cable alcohol advertisement from 2001 to 2006 (608 591 ads), we examined whether ad incidence in a given advertising time slot was associated with adolescent viewership (i.e.

Alcohol advertising and youth: a measured approach.

Where alcohol industry self-regulation is the primary protection against youth exposure to alcohol advertising, independent, systematic monitoring of youth exposure can promote public awareness of and greater accountability in the industry's practices. Using commercially available databases, the Center on Alcohol Marketing and Youth has combined occurrence and audience data to calculate youth (aged 12-20 years) and adult (above the United States legal drinking age of 21 years) exposure to alcohol advertising on television and radio, in magazines and on the Internet. This research in the United States shows that alcohol companies have placed significant amounts of advertising where youth are more likely per capita to be exposed to it than adults.

Sex differences in adolescent exposure to alcohol advertising in magazines.

Objectives: To measure girls' and boys' exposure to alcohol advertising in magazines and to compare this exposure with that of legal-age persons.

Design, Setting, And Subjects: Alcohol advertisements (N = 6239) in 103 national magazines for which placement, audience, and cost data for 2001 and 2002 were available, categorized by year, beverage type, and brand. Placement and readership (age and sex) data generated estimates of media exposure for the age groups 12 to 20, 21 to 34, and 21 years and older.