The Potential Impact of a “No-Buy” List on Youth Exposure to Alcohol Advertising on Cable Television

Craig S. Ross · Robert D. Brewer · David H. Jernigan

21 citations0/0 files storedJournal of Studies on Alcohol and Drugs

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Global Public Health Policies and Epidemiology Substance Abuse Treatment and Outcomes Smoking Behavior and Cessation

Abstract

OBJECTIVE: The purpose of this study was to outline a method to improve alcohol industry compliance with its self-regulatory advertising placement guidelines on television with the goal of reducing youth exposure to noncompliant advertisements. METHOD: Data were sourced from Nielsen (The Nielsen Company, New York, NY) for all alcohol advertisements on television in the United States for 2005-2012. A "no-buy" list, that is a list of cable television programs and networks to be avoided when purchasing alcohol advertising, was devised using three criteria: avoid placements on programs that were noncompliant in the past (serially noncompliant), avoid placements on networks at times of day when youth make up a high proportion of the audience (high-risk network dayparts), and use a "guardbanded" (or more restrictive) composition guideline when placing ads on low-rated programs (low rated). RESULTS: Youth were exposed to 15.1 billion noncompliant advertising impressions from 2005 to 2012, mostly on cable television. Together, the three no-buy list criteria accounted for 99% of 12.9 billion noncompliant advertising exposures on cable television for youth ages 2-20 years. When we evaluated the no-buy list criteria sequentially and mutually exclusively, serially noncompliant ads accounted for 67% of noncompliant exposure, high-risk network-daypart ads accounted for 26%, and low-rated ads accounted for 7%. CONCLUSIONS: These findings suggest that the prospective use of the no-buy list criteria when purchasing alcohol advertising could eliminate most noncompliant advertising exposures and could be incorporated into standard post-audit procedures that are widely used by the alcohol industry in assessing exposure to television advertising.

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1985Social Foundations of Thought and Action : A Social Cognitive Theory 2001Social Cognitive Theory of Mass Communication 2006How does alcohol advertising influence underage drinking? The role of desirability, identification and skepticism 2005Alcohol Advertising: What Makes It Attractive to Youth?2009Watching and drinking: Expectancies, prototypes, and friends’ alcohol use mediate the effect of exposure to alcohol use in movies on adolescent drinking.2005Alcohol Advertising and Youth: A Measured Approach 2005Targeting Adolescents? The Content and Frequency of Alcoholic and Nonalcoholic Beverage Ads in Magazine and Video Formats November 1999–April 2000 2009Advertising Empirical Generalizations: Implications for Research and Action

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