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Center on Alcohol Marketing and Youth

The Internet, Alcohol and Youth

Alcohol company websites have sizeable youth audiences and contain content that is attractive to youth.

Clicking with Kids: Alcohol Marketing and Youth on the Internet, CAMY's March 2004 report, shows that alcohol company websites have sizeable youth audiences and contain content that is attractive to youth. Games, cartoons, music, and a variety of high-tech downloads fill many of these sites, and programs designed to allow parents to block their children's access to these sites often fail to do so.

Youth use the Internet in large numbers and are highly computer-literate. CAMY's report shows that alcohol industry websites remain a potential playground for them.

Youth Access to Alcohol Websites

Alcohol Website Content

Youth Online

What Do Youth Do Online?

In-depth visits, reported by comScore Media Metrix, have been defined by CAMY as visits that resulted in more than two page views. This definition has been used to eliminate from the analysis visits initiated by underage persons who were deterred by a website's age- verification process, and thus viewed fewer than three pages.


Notes

  1. Center on Alcohol Marketing and Youth, Clicking with Kids: Alcohol Marketing and Youth on the Internet (Washington, DC: Center on Alcohol Marketing and Youth, 2004), 3
  2. Ibid, 3.
  3. Ibid, 3.
  4. Ibid, 22.
  5. Ibid, 2-3.
  6. Ibid, 7-9.
  7. Ibid, 9-18.
  8. Ibid, 2-3, 7-18.
  9. Amanda Lenhart, Lee Rainie, and Oliver Lewis, Teenage life online: The rise of the instant-message generation and the Internet's impact on friendships and family relationships (Washington, DC: Pew Internet & American Life Project, 2001), 3. The Pew Internet & American Life Project is funded by a grant from The Pew Charitable Trusts' information cluster.
  10. Teenage Research Unlimited, Fall 2003, Wave 42, S-74.
  11. UCLA Center for Communication Policy, The UCLA Internet Report--Surveying the Digital Future- (Los Angeles: UCLA Center for Communication Policy, 2003), 65.
  12. Amanda Lenhart, Lee Rainie, and Oliver Lewis, Teenage life online, 5.
  13. Ibid, 37.
  14. Teenage Research Unlimited, Fall 2003, Wave 42, S-76.
  15. Amanda Lenhart, Lee Rainie, and Oliver Lewis, Teenage life online, 40.