Beer Brands Popular Among Youth Contravene Industry’s Voluntary Advertising Code
Research Society on AlcoholismAlthough alcohol is a legal substance for adults age 21 or older, it is the leading illicit substance used by underage American youth. Prior research has shown that youth exposed to alcohol advertisements have a greater risk of drinking. Alcohol-industry groups have developed voluntary codes, such as the Beer Institute Advertising & Marketing Code, stating that their advertising and marketing materials are intended for adults of legal purchasing age who choose to drink. This study examined whether alcohol brands more popular among youth were more likely than other brands to have aired television advertisements that violated the alcohol industry’s voluntary code by including youth-appealing content.