Teens See More Magazine Ads For Booze Than Adults

People who are too young to legally drink alchohol saw more liquor advertising in magazines than adults, according to a new study.

Girls saw more alcohol advertisements than boys, according to the study by David J. Jernigan of Georgetown University.

In 2002, the year the study looked at, alcohol companies in the United States spent $1.9 billion on magazines, newspaper, television, radio and outdoor advertisements, 21.1 percent of which was used in magazines advertising, according to the study.

Those under 21 saw more advertising in several areas:

45 percent more for beer
12 percent more for distilled spirits
65 percent more for low-alcohol refreshers (such as "hard" lemonades and other clear malt beverages)

However, they saw 69 percent less advertising for wine.

The researchers looked at 103 national magazines, which had a total of 6,239 alcohol ads.

They also found that exposure to the marketing efforts dropped from 2001 to 2002 in all categories except low-alcohol refreshers.

For underage boys, 13 brands (11 distilled spirits and two beers) accounted for half of their alcohol advertising exposure, while 16 brands of alcohol (14 distilled spirits, one beer, and one low-alcohol beverage) accounted for half of the advertising exposure to underage girls.

"Exposure of underage girls to alcohol advertising is substantial and increasing, pointing to the failure of industry self-regulation and the need for further action," the study's authors said.