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U.S. Teens Exposed to More Alcohol Ads

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Washington (dpa) - Alcohol advertising on television rose substantially from 2001 to 2002 in the United States, and many of these ads were seen by teenagers below the legal drinking age, a study released Wednesday said.

The total number of alcohol ads on network, local and cable television increased in 2002 to 289,381, a 39-per-cent hike from the year before, according to data from the study by the Centre on Alcohol Marketing and Youth, based at Georgetown University in Washington.

"This dramatic increase in alcohol ads seen by our children in 2002 suggests the problem got worse," said Jim O'Hara, executive director of the centre. "While a step in the right direction, the industry's new marketing codes lag far behind its aggressive marketing practices."

The study also found that programmes largely targeted at teens were filled with alcohol ads. All 15 of the television shows most popular with teens ages 12-17 had alcohol ads.

In 2002, youth ages 12-20 saw two beer or distilled spirits ads on television for every three seen by adults, and nearly three advertisements for low-alcohol beverages for every four seen by adults, the study said.

Copyright 2004 dpa Deutsche Presse-Agentur GmbH


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