Alcohol advertising influences teens to have favorable attitudes toward drinking (5/30/13)

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The U.S. Beer Institute code is a set of guidelines devised by various alcohol industries as a way for them to self-regulate their marketing and advertising practices. The effectiveness of this self-assessing procedure has been questioned in the past due to its failure to meet consumer's standards and its supposed lack of objectivity.

"Given that alcohol use is the leading drug problem among young people, and responsible for approximately 4700 deaths per year among persons under 21, and since the earlier young people start drinking, the more likely they are to experience alcohol problems later in life, there is a strong public health interest in reducing youth exposure to alcohol advertising," said David H. Jernigan, associate professor in the Department of Health, Behavior and Society at Johns Hopkins Bloomberg School of Public Health.