"Responsibility" ads have as their primary focus a clear, unambiguous message warning against driving after drinking, encouraging use of a designated driver, advising viewers to drink responsibly, or informing them about the legal drinking age of 21.
In 2002, the number of "responsibility" ads dropped by 46 percent from 2001 levels, while the number of alcohol commercials increased by 39 pecent. Industry spending on responsibility advertising also fell dramatically -- down 57 percent from 2001.
"This minimal amount of responsibility advertising does little to reinforce the messages of parents and teachers who are trying to prevent underage drinking. Our children need to receive a more balanced message about alcohol," said Jim O'Hara, CAMY Executive Director.
Key findings from the study include:
In fact, less than half of all youth saw responsibility ads. Alcohol industry ads about the legal drinking age reached approximately 37 percent of youth ages 12 to 20, who saw an average of 1.7 ads. Industry ads about drinking and driving reached approximately 38 percent of youth ages 12 to 20, who saw, on average, 3.6 ads. In contrast, product advertising reached 90 percent of youth ages 12 to 20, who saw an average of 281 ads in 2002.
Almost three-quarters of adults 21 and over saw responsibility ads. Alcohol industry ads about the legal drinking age reached approximately 60 percent of adults 21 and over, who saw an average of 2.3 ads. Industry ads about drunk driving reached approximately 53 percent of adults, who saw an average of 5 ads per person. However, product advertising reached 96 percent of adults 21 and over, who, on average, saw 404.5 ads.
The Center's findings come eight months after the National Research Council and Institute of Medicine (IOM) published recommendations on reducing underage drinking, including a call for a national media campaign targeted at adults and designed to "animate and sustain a broad, deep, societal commitment to reduce underage drinking."
