January 13th, 2016

Model ‘No Buy’ Criteria Could Dramatically Reduce Youth Exposure to TV Alcohol Ads

Johns Hopkins Bloomberg School of Public Health

A set of “no buy” list criteria developed by researchers at the Johns Hopkins Bloomberg School of Public Health could greatly reduce underage viewers’ exposure to alcohol advertising on cable TV, a new study finds. “No-buy” lists refer to lists of television programming that advertisers avoid in order to comply with self-regulatory marketing guidelines.

The new report, in the January issue of the Journal of Studies on Alcohol and Drugs, found that from 2005 through 2012 youth were exposed more than 15 billion times to alcohol ads on television, most of them on cable, that were not in compliance with the alcohol industry’s self-regulatory advertising placement guidelines. The paper outlines a new set of “no buy” list criteria that would eliminate almost all of this non-compliant advertising exposure.

The new set of “no buy” list criteria recommends avoiding ad placements on programs that were previously non-compliant and during times of day when television audiences skew young (like late night). The criteria also recommend being more selective about ad placements on low-rated cable shows.

Read more: http://www.jhsph.edu/news/news-releases/2016/model-no-buy-criteria-could-dramatically-reduce-youth-exposure-to-tv-alcohol-ads.html

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