title: Youth Exposure to Alcohol Advertising in National Magazines in the United States, 2001-2011.
abstract: OBJECTIVE
  To update public health surveillance of alcohol advertising to underage populations by assessing alcohol industry compliance with their voluntary guidelines for US magazine advertisements from 2001 to 2011.
  
  
  METHODS
  Using advertising industry standard sources The Nielsen Company and MediaMark, we evaluated youth exposure to alcohol advertising, and relative advertising exposure of youths versus adults, in 168 national magazines.
  
  
  RESULTS
  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.
  
  
  CONCLUSIONS
  Despite improving compliance with placement guidelines in national editions of the 168 measured 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.
authors.affiliation: Craig S. Ross and Elizabeth R. Henehan are with the School of Public Health, Boston University, Boston, MA. David H. Jernigan is with the Center on Alcohol Marketing and Youth, Bloomberg School of Public Health, Johns Hopkins University, Baltimore, MD.
authors.forename: Craig S
authors.initials: CS
authors.lastname: Ross
authors.affiliation: Craig S. Ross and Elizabeth R. Henehan are with the School of Public Health, Boston University, Boston, MA. David H. Jernigan is with the Center on Alcohol Marketing and Youth, Bloomberg School of Public Health, Johns Hopkins University, Baltimore, MD.
authors.forename: Elizabeth R
authors.initials: ER
authors.lastname: Henehan
authors.affiliation: Craig S. Ross and Elizabeth R. Henehan are with the School of Public Health, Boston University, Boston, MA. David H. Jernigan is with the Center on Alcohol Marketing and Youth, Bloomberg School of Public Health, Johns Hopkins University, Baltimore, MD.
authors.forename: David H
authors.initials: DH
authors.lastname: Jernigan
mesh_terms: D000293:Adolescent; D000329:Advertising; D000434:Alcoholic Beverages; D002648:Child; D005260:Female; D019983:Guideline Adherence; D006801:Humans; D008297:Male; D010506:Periodicals as Topic; D014481:United States; D055815:Young Adult