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Center on Alcohol Marketing and Youth

Hispanic Youth and Alcohol Advertising

The consequences of underage drinking among Hispanic youth are serious and disturbing.

The consequences of underage drinking among Hispanic youth are serious and disturbing. Reports from the Center on Alcohol Marketing and Youth (CAMY) have shown that, in general, underage youth are often more likely per capita to see and hear alcohol advertising than adults of legal drinking age. Within this context, CAMY's report Exposure of Hispanic Youth to Alcohol Advertising, 2003-2004 finds that Hispanic youth ages 12 to 20 often saw and heard even more alcohol advertising per capita than young people in their age group in general.

Prevalence and consequences of underage drinking among Hispanic youth:

The alcohol industry sees the Hispanic population as an important market for its products.

In the media studied by CAMY, Hispanic young people were often exposed to more alcohol advertising per capita than young people in general.

In magazines

On the radio

On television

Updated October 2005. MTF data updated January 2012 (References 1 and 2).


Notes

  1. L.D. Johnson, P.M. O'Malley, J.G. Bachman, and J.E. Schulenberg, Monitoring the Future National Survey Results on Drug Use, 1975-2010: Volume I, Secondary School Students (Bethesda, MD: National Institute on Drug Abuse, 2011), tables D-73 and D-76.
  2. Ibid, tables D-79 and D-80.
  3. R.C. Swaim, J.C. Wayman, and J. Chen, "Alcohol Use Among Mexican American and Non-Hispanic White 7th-12th-Grade Students in the Southwestern United States," Journal of Child & Adolescent Substance Abuse 14, no. 2 (2004): 1-18.
  4. S.A. Brown and S.F. Tapert, "Health Consequences of Adolescent Alcohol Involvement," in Reducing Underage Drinking: A Collective Responsibility, Background Papers, [CD-ROM] (Washington, DC: National Academies Press, 2004), 383-401.
  5. B.F. Grant, D.A. Dawson, "Age at onset of alcohol use and its association with DSM-IV alcohol abuse and dependence: Results from the National Longitudinal Alcohol Epidemiologic Survey," Journal of Substance Abuse 9 (1997): 103-110; R. Hingson and D. Kenkel, "Social, Health, and Economic Consequences of Underage Drinking," in Reducing Underage Drinking: A Collective Responsibility, Background Papers, [CD-ROM] (Washington, DC: National Academies Press, 2004), 363.
  6. U.S. Census Bureau, "Table 4: Difference in Population by Race and Hispanic or Latino Origin, for the United States: 1990 to 2000," in Population by Race and Hispanic or Latino Origin for the United States: 1990 and 2000 (PHC-T-1), 2 April 2001 (cited 27 Sept 2005).
  7. U.S. Census Bureau, "Table 1.1: Population by Sex, Age, Hispanic Origin, and Race: March 2002," March 2002 (cited 19 Sept 2005).
  8. "Anheuser-Busch shakes up marketing department," Advertising Age, 8 August 2005, p. 1.
  9. G. Edwards, "U.S. Brewers Woo Loyal And Growing Hispanic Drinkers," Dow Jones Newswires, Friday, 16 September 2005.
  10. TNS Media Intelligence, 2003-2004.
  11. Center on Alcohol Marketing and Youth, Exposure of Hispanic Youth to Alcohol Advertising, 2003-2004 (Washington, DC: Center on Alcohol Marketing and Youth, 2005), 5-7.
  12. Ibid, 8.
  13. Ibid, 8.
  14. Ibid, 9.
  15. Ibid, 9-10.
  16. Ibid, 10.
  17. Ibid, 11-12; Center on Alcohol Marketing and Youth, Exposure of Hispanic Youth to Alcohol Advertising (Washington, DC: Center on Alcohol Marketing and Youth, 2003), 11-12
  18. Center on Alcohol Marketing and Youth, Exposure of Hispanic Youth to Alcohol Advertising, 2003-2004, 12.