title: [Alcoholism prevention and alcohol advertising investment in Spain: David versus Goliath].
abstract: OBJECTIVE
  Alcohol advertising correlates with consumption, particularly in young people. We studied the evolution of the amounts spent on alcoholic beverages advertising and on advertising as a whole in conventional media in Spain during the period 1995-2005.
  
  
  METHODS
  We analyzed the amounts spent on advertising in total and on alcoholic beverages advertising by studying the annual INFOADEX Survey on Advertising Investment in Spain in conventional media (TV, radio, the press, billboards and Internet). The results were subdivided into the periods 1995-2000 and 2001-2005.
  
  
  RESULTS
  In the period 1995-2000 there was an increase (Delta) in alcoholic beverages advertising expenditure, from 268 to 347 million euro (Delta=29.5%), but a decrease in its percentage of advertising as a whole (from 7.6% to 6.1%). In the period 2001-2005 there was a rise in alcohol advertising expenditure from 145 to 186 million euro(Delta=28.0%), and also in its percentage of total advertising (from 2.7% to 2.8%). In 2001-2005, spending by Regional governments on preventive advertising increased from 22 to 52 million euro (Delta=136%).
  
  
  CONCLUSIONS
  Alcohol advertising expenditure remains high in Spain, with young people as a primary target. In contrast, there is only modest investment in preventive advertising. Regulatory measures are necessary with a view to protecting populations especially susceptible to uncontrolled consumption.
authors.affiliation: Facultativo Especialista de Area, Servicio de Medicina Interna, Complejo Hospitalario Universitario-Meixoeiro, Vigo. julio.montes.santiago@sergas.es
authors.forename: Julio
authors.initials: J
authors.lastname: Montes-Santiago
authors.forename: Marta
authors.initials: M
authors.lastname: Lado Castro-Rial
mesh_terms: D000329:Advertising / Q000191:economics*; D000437:Alcoholism / Q000517:prevention & control*; D006801:Humans; D007449:Investments; D013030:Spain