Booze Ads Tell Kids, "Drink Irresponsibly" | The Fix
facebook twitter RSS
HOT TOPICS: Alcoholism  Addiction  AA  Cocaine  Heroin

Booze Ads Tell Kids, "Drink Irresponsibly"

Alcohol ads aimed at younger readers are more likely to violate industry standards, research suggests.


Ad for Blast-45 malt beverage, featuring
"Snoop Lion." Photo via

By May Wilkerson


| Share

Alcohol marketers go to extreme lengths to reach kids, new research suggests, and their ads are more likely to violate industry standards in magazines that have younger readers. Researchers at the Center on Alcohol Marketing and Youth (CAMY) at Johns Hopkins University examined 1,261 common ads for alcoholic drinks in 11 magazines with sizable youth readerships (at least 15%). They found these ads more likely to showcase "irresponsible drinking" behaviors, such as boozing on or near bodies of water, underage drinking, overconsumption and addiction. And nearly one in five of the ads contained sexual connotations or objectification. "The bottom line here is that youth are getting hit repeatedly by ads for spirits and beer in magazines geared towards their age demographic," says CAMY director and study co-author David Jernigan. "As at least 14 studies have found that the more young people are exposed to alcohol advertising and marketing, the more likely they are to drink, or if already drinking, to drink more, this report should serve as a wake-up call to parents and everyone else concerned about the health of young people."  This isn't the first time the billion-dollar booze industry has come under fire for targeting young people. But despite pressure to adhere to self-enforced standards—or raise them—it seems no adjustments have been made. Alcohol is responsible for 4,700 deaths per year among under-21s, says CAMY, and is associated with the three leading causes of death in this age-group: vehicle accidents, homicide and suicide.

Rehabilitation Directories

Most Popular
Sober Living
PMS: A Natural Threat to Sobriety

I remember slamming things around the kitchen one night and feeling like I’d lost my mind. I was angry about something so minor, I literally can’t remember what it was and I don’t know that I knew then either

The Rehab Review
Cliffside Malibu

The “beach-house-relaxed” Cliffside Malibu claims to provide an oasis for recovering addicts and alcoholics. And that’s just what you'll get—if you’ve got the cash.

Morningside Recovery

For a “rehab near the beach” experience that isn’t quite as costly as similar SoCal competitors, head to this Newport Beach treatment facility.

AToN Center

Whether you’re interested in the 12 Steps, SMART Recovery, or holistic treatments, this luxurious, appealing and commendable 4.5 star (our system doesn't yet show the 1/2 star) San Diego rehab has a program for you. 


This exclusive Northern California rehab is all about client choice—as well as golf outings, Buddhist field trips and keeping up with the office.

Capo By The Sea

Capo By The Sea offers an executive rehab program complete with medical detox and a focus on dual-diagnosis issues, as well as an outpatient option in an environment that exudes the kind of beach house optimism one would expect from an Orange County recovery outfit.

Journey Malibu

Want many of the luxury amenities A-listers have come to expect—including an enormous backyard with a pool and patio, an herb garden, a volleyball net and a spectacular vista of the Santa Monica mountains—with a recovery program to match?

The Ultimate Guide to Rehab

What you need to know when choosing an addiction treatment center.

the fix tv