The alcohol industry can do a better job shielding America's underage youth from alcohol ads and still direct its advertising to young, legal-age drinkers, according to a white paper released by the Center on Alcohol Marketing and Youth (CAMY) at Georgetown University.
CAMY's analysis shows a new standard for the placement of alcohol ads could lead to overall lower advertising costs without reducing the advertising reaching the often-cited 21- to 34-year-old and 21- to 24-year-old demographic markets for the industry. Currently, the alcohol industry trade associations have standards directing their members not to place product ads where the underage audience is greater than 30%.