Premium
Assessing the impact of stricter alcohol advertising standards: the case of Beam Global Spirits
Author(s) -
Ross Craig S.,
Sparks Alicia,
Jernigan David H.
Publication year - 2016
Publication title -
journal of public affairs
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.221
H-Index - 20
eISSN - 1479-1854
pISSN - 1472-3891
DOI - 10.1002/pa.1584
Subject(s) - alcohol advertising , advertising , alcohol industry , business , alcohol , imperfect , compliance (psychology) , marketing , environmental health , psychology , poison control , medicine , human factors and ergonomics , social psychology , biochemistry , chemistry , linguistics , philosophy
Reducing youth exposure to alcohol advertising is a global health priority. In most countries around the world, the alcohol industry is given the opportunity to regulate itself with respect to advertising practices. Generally, the alcohol industry self‐regulations are lax, allowing youth to be disproportionately exposed to alcohol advertising. However, Beam Global Spirits and Wine (Beam) voluntarily adopted more restrictive advertising standards in the United States in 2007. This study assessed Beam's compliance with their new standard and estimates its effect on youth exposure and advertising costs. We found that Beam's compliance with its more restrictive standards was imperfect, but never‐the‐less, we estimated that youth exposure to alcohol advertising was reduced compared to other spirits brands. Beam's more restrictive standards did not increase their advertising costs, and therefore other alcohol companies should consider adopting similar standards around the world. Copyright © 2015 John Wiley & Sons, Ltd.