Top Story

Home >> International >> Article

International: Children overexposed to TV beer ads

28-December-2002
Font Size   16
International: Children overexposed to TV beer ads

American children are being overexposed to television beer ads, according to a study released by the Center on Alcohol Marketing and Youth. The report says that 24.5% of the advertising time bought by alcohol companies was scheduled in programming more likely to be seen by youngsters than adults.

The study reports that people under the drinking age saw two Coors Light ads for every three seen by adults. It also charged that $1.8 million was spent to air 3,262 ads on programming that had more youth than adult viewers.

Jeff Becker, president of the Beer Institute, said his group is still reviewing the study and won't make any formal comment about the specifics pending the review, but added that anyone who suggests the industry "intends" to target underage consumers is "wrong."

David Kessler, dean of the Yale University School of Medicine and a former commissioner for the Food and Drug Administration, called for stronger efforts from the government and industry to limit alcohol ads.

"No one disputes the right of the industry to advertise, but who is protecting the interests of children?" Dr. Kessler said.

The Beer Institute's Mr. Becker questioned the need for further restrictions citing a University of Michigan study released Monday that showed a decline in alcohol use by junior high and high school students.

The report said alcohol ads appearing in programming reaching more than 15.6% of the U.S. population overexpose children to the ads because that is the same percentage of young people aged 12 to 20 in the country.

Some in the advertising and alcohol industry reacted strongly to that finding. They said that if used as a measure to limit advertising, it would bar marketers from advertising even in programming that had a majority of adult viewers.

The Federal Trade Commission has previously suggested that some advertisers should stay away from media popular with underage teens, even when the majority of the audience was comprised of adults. That controversial suggestion, which appeared in a study of entertainment marketing, was never implemented.

Tags

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

right
left
OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS BW BUSINESSWORLD SMART CITIES CONCLAVE PATNA 2018 SEES EMINENT INDUSTRY LEADERS IN ATTENDANCE EMINENT JURY PICKS WINNERS OF GOLDEN MIKES RADIO ADVERTISING AWARDS MADDYS 2018 SEE TOP ADVERTISING AND MARKETING INDUSTRY LEADERS IN ATTENDANCE

Gupta worked at Marico as the Group Product Head for the male grooming category

The ad which was shot on Monday in Mumbai’s Film City in Goregaon is slated to go on air in July.

The campaigns that won at The Abby's are not going to Cannes this year. The agency has chosen a different set of campaigns for the international festival of creativity