In 2002, responsibility ads plummeted while alcohol product ads soared
Washington, DC - Alcohol industry "responsibility" advertising on television declined substantially in 2002 from 2001, while alcohol product advertising increased significantly over the same period, according to a new study by the Center on Alcohol Marketing and Youth (CAMY) at Georgetown University.
"Responsibility" ads have as their primary focus a clear, unambiguous message warning against driving after drinking, encouraging use of a designated driver, advising viewers to drink responsibly, or informing them about the legal drinking age of 21.
In 2002, the number of "responsibility" ads dropped by 46% from 2001 levels, while the number of alcohol commercials increased by 39%. Industry spending on responsibility advertising also fell dramatically--down 57% from 2001.
