Alcohol-Aware

Play Fair, a healthier fair
Roll over images to see before Play Fair

Why is it important to focus on Alcohol Marketing and Youth?
A USA Today survey found that teens say alcohol ads have greater influence on the desire to drink in general than the desire to buy a particular brand.

How much alcohol marketing are youth exposed to?
A study published in The Journal of the American Medical Association found that the number of beer and distilled spirits ads tended to increase with a magazine’s youth readership. For every 1 million underage readers ages 12 to 19 in a magazine, researchers generally found 1.6 times more beer advertisements and 1.3 times more distilled spirits advertisements.

Play Fair and Old Fair
Roll over images to see before Play Fair

Does alcohol marketing affect young children?
A study of children ages nine to 11 found that children were more familiar with Budweiser’s television frogs than Kellogg’s Tony the Tiger, the Mighty Morphin’ Power
Rangers, or Smokey the Bear.

Are youth exposed to alcohol marketing on the Internet?
Alcohol company Web sites received nearly 700,000 in-depth visits—visits that went beyond the age-verification page on the site—from young people under the legal drinking age in the last six months of 2003 alone. In fact, 13.1% of all indepth visits to 55 alcohol Web sites were initiated by underage youth.

Play Fair makes a better fair
Roll over images to see before Play Fair

What type of content on alcohol industry websites is so appealing to youth?
Video games such as a water-balloon toss, pinball, car races, shooting aliens and air hockey, as well as customized music downloads and IM (instant messaging) accessories were found throughout alcohol company Web sites, especially beer and distilled spirits Web sites.