Dec. 13, 2012 Efforts to reduce underage exposure to alcohol
advertising by implementing time restrictions have not worked,
according to new research from the Center on Alcohol Marketing
and Youth (CAMY) at the Johns Hopkins Bloomberg School of Public
Health and the Dutch Institute for Alcohol Policy. The report,
published in the Journal of Public Affairs, confirms what Dutch
researchers had already learned in that country: time
restrictions on alcohol advertising actually increase teen
exposure, because companies move the advertising to late night.
In 2009, Dutch regulators sought to reduce youth exposure to
alcohol advertising by restricting times during which alcohol
ads may be aired on television or radio. Under this restriction,
alcohol advertising was prohibited between the hours of 6 AM and
9 PM. In 2010, compliance with the time restriction on
television was close to 100 percent. CAMY researchers used
simulation analysis to model what would happen if a similar
policy were applied to U.S. television ad