The American beer and liquor industries have long argued that they are capable of self regulation and have agreed to voluntarily monitor their marketing practices to reduce the exposure of alcohol advertising on underage drinkers.

Hmm....

• In 2001 the average teen saw 216 beer or liquor TV commercials
• In 2007 the average teen saw 301 beer or liquor TV commercials

Is self regulation working?

What's happening says David H. Jernigan, of the Center on Alcohol Marketing and Youth at Georgetown University, is that these marketing boards have simply switched their targeting away from networks and on to cable channels – and cable channels are where most youth are now getting bombarded with ads promoting a glamorous liquor soaked lifestyle.

And on the internet – even further below government's regulatory radar – things are far worse.

Allowing an industry that needs young drinkers (both of age and underage) for continuing profitability to self regulate its marketing practices is an absurdity.

The Best and Worst?

The Center on Alcohol Marketing and Youth has spotlighted certain brands as high or low performing in reducing teen ad slot exposure.

The worst offenders (Showing the most ads in slots viewed by teens):

• Bud Light
• Coors Light
• Miller Light
• Mike's Hard Lemonade
• Smirnoff Vodka
• Hennessey Cognac

The most responsible brands (Targeting more strongly adult viewed content):

• Rolling Rock
• Michelob
• Michelob Ultra Light
• Arbor Mist

Source - the Center on Alcohol Marketing and Youth at Georgetown University 

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