While listening to local radio, people under the age of 21 may be more likely to hear alcohol advertisements than those 21 or older.
A study conducted this past summer by the Center on Alcohol Marketing and Youth produced results showing that many brands ran ads when underage youth represented more than 30 percent of the listening audience, according to a recent CAMY press release.
The Beer Institute and the Distilled Spirits Council of the United States ruled in September that alcohol companies cannot advertise on the radio when more than 30 percent of the listening audience is underage. This was lowered from the previous 50 percent.
“There isn’t a problem with the restrictions — it’s OK for the laws to be narrow,” said media law Professor Emily Erickson. “It still allows ads on the radio, but not a complete ban so they still can get their message across.”
Stephen Banning, an assistant mass communication professor, teaches advertising and emphasized the seriousness of youth being targeted by alcohol distributors.
“I think that any kind of advertising has an effect,” Banning said. “Especially if it is aimed at people who can’t legally take part in what the ad promotes — they are flirting with danger.”
The National Research Council and Institute of Medicine of the National Academies recently released its nationwide strategy to combat underage drinking.
The report suggests in addition to the tougher standards set by trade associations and individual companies — the reduction from 30 percent to 50 percent — “alcohol companies, advertising firms and commercial media should refrain from marketing practices that may appeal to young people.”
Banning agreed that more youth drink than smoke tobacco or marijuana, making it important to take radio ads seriously.
“A lot of people tend to think of radio as smaller than TV,” Banning said. “But it’s really not — especially to young people.”
Both Banning and Erickson agreed advertisers will not be set back by the new restrictions.
“Advertisers do a great deal of research, and they wouldn’t advertise if they didn’t think they would get profits back ten-fold,” Banning said.
Erickson added that she was not concerned for brands getting their message across, because they always find a way to reach consumers.