Back to Annual Meeting Page		American Public Health Association 133rd Annual Meeting & Exposition December 10-14, 2005 Philadelphia, PA

Abstract #117668

Fran Fleming Milici, Phd Candidate, Communication Science, University of Connecticut, U-85, 850 Bolton Road, Storrs, CT 06269-1085, 508-697-7818, frmilici@comcast.net

Placement and content of alcohol advertising has become a major concern for public health officials. While the alcohol industry claims their ads are not targeting youth, public health advocates disagree. The current study informs the targeting debate. This is the first study that measures youth perception of being targeted by alcohol advertising and how the perception of being targeted influences exposure to alcohol ads, attention to alcohol ads and drinking behavior. A national random sample of youth 14-19 was studied longitudinally using computer-aided telephone interviewing (n=2083 at baseline). Perceptions of being targeted by liquor, beer and premixed drink ads were measured. Nearly all of young people surveyed felt targeted by alcohol advertising to some degree. There was a linear increase in mean levels of feeling targeted by alcohol ads from ages 14 to 17, with levels plateauing thereafter. On average, young women felt more targeted by alcohol ads than young men. There was no significant difference in feeling targeted by ads between drinkers and non-drinkers. Controlling for prior drinking, feeling targeted by alcohol ads had a small but significant effect on current beer, liquor, and malternative product drinking. The results suggest that feeling targeted by alcohol advertising is related to alcohol advertising exposure, attention to alcohol advertising and drinking behavior. The findings have public health implications for policies related to alcohol advertising and for interventions to curb youth drinking.

Learning Objectives: At the conclusion of this presentation the participant will be able to

• Understand that youth feel targeted by alcohol ads and the perception of being targeted by alcohol ads is related to alcohol advertising exposure, attention and drinking behavior.
• Use the findings to inform youth drinking interventions and promote change in alcohol advertising policy.

Keywords: Alcohol, Youth

Presenting author's disclosure statement:

I wish to disclose that I have NO financial interests or other relationship with the manufactures of commercial products, suppliers of commercial services or commercial supporters.