Model alcohol ad guidelines reduce exposure to children

A “blueprint” for alcohol advertising on TV has been developed by researchers in a bid to cut exposure to underage viewers in the US.

Researchers have created a comprehensive “no-buy” list model for alcohol advertisers to follow

The new report, Alcohol Advertising Compliance on Cable Television, suggests “no-buy” lists – television programming that alcohol advertisers should avoid – should be used across the spirits industry, and offers a comprehensive “no-buy” list model for advertisers to follow in order to reduce exposure to young people.

While alcohol advertising in the US is currently self-regulated, manufacturers are required to broadcast to a primarily adult audience, with at least 71.6% of the audience aged 21 or older.

Developed by researchers at the Johns Hopkins Bloomberg School of Public Health, the new guidelines suggest advertisers should avoid ad placements during certain times of day and on programs that were previously recognised as non-compliant. The criteria also recommend being more selective about ad placements on low-rated cable shows.

Figures from the report reveal that between 2005 and 2012, underage viewers were exposed to alcohol advertising not compliant with the industry’s self-regulatory marketing guidelines more than 15 billion times.

After testing the new guidelines, researchers discovered that had their “no-buy” list been universally applied during the study period, almost all non-compliant advertising seen by underage viewers would have been eliminated.

To implement the blueprint, the team aim to create quarterly reports that highlight the programs and times of day that alcohol advertisers should avoid.

Study author David Jernigan, director of the Center on Alcohol Marketing and Youth at the Johns Hopkins Bloomberg School of Public Health, said: “Even when parents set reasonable limits for their children’s screen time, kids are still being exposed to a staggering number of ads for a product they are not allowed to purchase.

“Our findings offer a blueprint for reducing youth exposure to alcohol advertising within the current self-regulatory advertising environment.”