September 27th, 2012

Compared to Other Youth, Young Blacks Awash in Alcohol Ads, Study Says

By Bridget Huber
Fair Warning

African American youth culture is steeped in alcohol. References to booze have long been rife in rap music, and Jay Z, Sean “P. Diddy” Combs and Ludacris are among the hip-hop luminaries who have promoted alcohol.

Study found that young African Americans see more alcohol ads in magazines, like this one that appeared in Vibe.

A new study puts some fresh data behind long-standing concerns about alcohol marketing to black kids. African Americans ages 12 to 20 see far more alcohol ads on television and in magazines than youth in general, according to a new report by the Center on Alcohol Marketing and Youth at the Johns Hopkins Bloomberg School of Public Health.

Researchers said two key factors are at play: Many alcohol ads specifically target African Americans and young blacks consume more media than youth overall. For example, young African Americans watched 53 percent more television than young people in general in 2010, according to Nielsen data cited in the study.

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