Georgetown Study Questions Brewers’ Motives

Discussion
Dec 19, 2002
George Anderson

By George Anderson


The question of the influence that beer advertising has on underage consumers has been raised again by a study that claims that this audience sees more beer commercials than pitches for items such as jeans and sneakers.


The Associated Press reports that Georgetown University’s Center on Alcohol Marketing and Youth analyzed the reach of the nearly 209,000 ads that appeared on network, cable and local broadcasts in 2001.


Jim O’Hara, executive director for the Center on Alcohol Marketing and Youth said, ‘The alcohol industry monitoring their own advertising and current standards aren’t protecting youth from alcohol marketing.’


He added, “The industry hasn’t taken recommendations to heart. There are questions
about whether they protect the public health of youth or just protect the economic
health of industries.


Moderator’s Comment: Are alcoholic beverage manufacturers
intentionally trying to get around their pledge to refrain from targeting underage
drinkers?


Brewers as any other commercial concern are in business
to make money and need offer no apologies for attempting to create value for
shareholders.


The Georgetown researchers are quick to make accusations
but the reality doesn’t match their perception. Another study released this
week by the University of Michigan and funded by the National Institute of Drug
Abuse, said there has been a significant decrease in alcohol consumption by
kids in the eighth and tenth grades. [George
Anderson – Moderator
]

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