By George Anderson
The question of the influence that beer advertising has on underage consumers has been raised again by a study that claims that this audience sees more beer commercials than pitches for items such as jeans and sneakers.
The Associated Press reports that Georgetown University's Center on Alcohol Marketing and Youth analyzed the reach of the nearly 209,000 ads that appeared on network, cable and local broadcasts in 2001.
Jim O'Hara, executive director for the Center on Alcohol Marketing and Youth said, 'The alcohol industry monitoring their own advertising and current standards aren't protecting youth from alcohol marketing.'
He added, "The industry hasn't taken recommendations to heart. There are questions about whether they protect the public health of youth or just protect the economic health of industries.
Moderator's Comment: Are alcoholic beverage manufacturers intentionally trying to get around their pledge to refrain from targeting underage drinkers?
Brewers as any other commercial concern are in business to make money and need offer no apologies for attempting to create value for shareholders.
The Georgetown researchers are quick to make accusations but the reality doesn't match their perception. Another study released this week by the University of Michigan and funded by the National Institute of Drug Abuse, said there has been a significant decrease in alcohol consumption by kids in the eighth and tenth grades. [George Anderson - Moderator]