Speakers focus on youths' exposure to alcohol ads

Youths are bombarded with alcohol advertisements, a study shows.
& lt;a href=mailto:milliken@vindy.com & gt;By PETER MILLIKEN & lt;/a & gt;
VINDICATOR STAFF WRITER
YOUNGSTOWN -- A disproportionate amount of advertising of alcoholic beverages is seen by people too young to drink legally, speakers said here Wednesday.
"Our evidence is showing that where the alcohol ads are being placed is overexposing youth," said Stephanie Beougher, field director of the Columbus-based Ohio Parents for Drug Free Youth. Her organization is trying to raise public awareness of the alcohol industry's marketing practices.
Beougher was here to address a town hall meeting on alcohol marketing and its effect on youth, which was attended by students, parents, educators, substance abuse prevention specialists, police and city officials Wednesday at Choffin Career Center.
In a Georgetown University survey of TV advertising in 2001, people between the ages of 12 and 20 saw beer and ale commercials more frequently than those promoting youth-oriented products, such as jeans, tennis shoes and chewing gum, Beougher said.
Exposure to ads
That year, youths ages 12-20, who comprise less than 16 percent of the American population, were exposed to 45 percent more beer and ale ads and 27 percent more distilled spirits ads in magazines than legal-aged adults, she said.
On an average, youths in that age bracket saw an average of 245 alcohol advertisements in 2001, she said. She then asked rhetorically whether parents could expect to discuss the dangers of alcohol with their children 245 times a year.
"Alcohol is the No. 1 drug of choice among our teenagers. When our underage drinkers are getting behind the wheel, they are killing many people," Beougher said. Her organization recommends that parents discuss with their children the messages they are receiving from the alcoholic beverage advertisements.
Although the alcoholic beverage industry has established content and placement guidelines discouraging youth-oriented advertising, Beougher displayed a magazine ad showing open bottles of Heineken beer taped to a Nintendo Gamecube controller, which she said appeals to young people.
What people can do
She said people should talk to their local authorities about matters such as potential local ordinances regulating placement of billboard advertisements for alcoholic beverages. People can also express their views to state and federal lawmakers about regulations within their jurisdictions, she said.
The alcohol industry does some advertising to promote responsible drinking, but the federal government does very little in the way of public service messages to discourage alcohol abuse, she said.
"Alcohol is targeted at young people through music videos and television," said Akesha Joseph, a senior at Chaney High School and a member of the city schools' student advisory board.
"Although alcohol is illegal for people under 21, it's still a negative influence on the youth dealing with alcohol through the music videos that we all watch," said Joseph, who is also a member of Students Against Driving Drunk. "No matter what the program, or who the artist is, alcohol is strongly portrayed in the music that appeals to youth of all ages, races and social backgrounds," she said.