A recent study used advertising industry standard sources to evaluate youth exposure to alcohol advertising, and relative advertising exposure of youths versus adults, in 168 national magazines published in the United States . The study found that from 2001 to 2011, magazine alcohol advertising seen by youths declined by 62.9%, from 5.4 billion impressions (single person seeing a single advertisement) to 2.0 billion impressions. Most alcohol advertising (65.1% of ads) was for spirits (e.g., vodka, whiskey). Since 2008, alcohol companies achieved 100% compliance with their limited guidelines. However, youths were overexposed to magazine advertising relative to adults on average 73% of the time. The authors concluded that despite improving compliance with placement guidelines in these magazines, most youth exposure to magazine alcohol advertising exceeded adult exposure, per capita. If alcohol companies adopted stricter guidelines based on public health risk assessments, youths would not be overexposed to alcohol advertising in magazines.
Full citation: Ross CS, Henehan ER, Jernigan DH. Youth Exposure to Alcohol Advertising in National Magazines in the United States, 2001-2011. Am J Public Health. 2017;107(1):136-142.
Another recent review article summarized the literature on the use of digital media to market alcohol.
Full citation: 1: Lobstein T, Landon J, Thornton N, Jernigan D. The commercial use of digital media to market alcohol products: a narrative review. Addiction. 2016. doi:10.1111/add.13493