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Posted by Susan Carney Jul 14, 2008 |
The Center on Alcohol Marketing and Youth (CAMY) released last month a report summarizing their findings over the past seven years. It said, among other things, that “youth exposure to alcohol advertising on television has risen by 38% since the Center on Alcohol Marketing and Youth began monitoring this exposure in 2001.” (Youth Exposure to Alcohol Advertising on Television 2001-2007, CAMY.)
In a culture where our teens face alcohol related dangers such as drunken driving, violence, and sexual assault, this fact is a disgraceful example of our society’s priorities. Trademarked teen immaturity and poor judgment, coupled with a lack of training in media awareness, make teens prime targets of advertisers who wish to exploit their vulnerabilities to make a quick buck.
Consider this: In 2007 "40% of youth exposure to alcohol advertising on television came from ads placed on youth-oriented programming, that is, programs with disproportionately large audiences of 12-to-20-year-olds.” (Ibid.) To me, that indicates intentional targeting of kids. It isn’t just a matter of kids watching adults programs and stumbling upon beer commercials.
There are things we can do. Make sure you explain to your kids how marketing works, and how they are targeted because of their age, fat wallets, and the belief that they are easy prey. For more on this topic, please see Alcohol Advertising to Teens, Alcopops and Teens, or Alcohol Advertising and Teens.