Research from the National Institutes of Health indicates that more than 40 percent of children who start drinking before age 15 develop an alcohol dependence problem. While there are many factors that influence children's decisions to drink, research shows that alcohol advertising, whether by design or otherwise, affects children's attitudes about drinking. A study of 12-year-olds found that children who were more aware of beer advertising held more favorable views on drinking and expressed an intention to drink more often in adulthood than did children who were less knowledgeable about the ads. As a result, a 1999 Federal Trade Commission (FTC) report on alcohol industry advertising practices called on the industry to adhere to and improve their own guidelines for limiting children's exposure to advertising and marketing. Since then, little has been done by the industry or the prevention field to address the issue or assure compliance with the FTC's call for action. For example, NBC recently decided to run liquor ads. The purpose of this project, funded in collaboration with The Pew Charitable Trusts, will establish a center to fill this void and launch a national campaign to address children's exposure to alcohol advertising, marketing, and promotions with the goal of affecting industry practices. At the end of year three, success will be measured by a reduction in alcohol marketing, advertising, and promotions in venues where a majority of the audience is underage.
Amount Awarded $5,000,000.00
Awarded on: 1/24/2002
Time frame: 2/1/2002 - 6/30/2006
Grant Number: 43855
3300 Whitehaven Street, NW, Suite 5000
Washington, DC, 20057-1485