Hispanic youth in the United States are overexposed to alcohol advertising as compared to non-Hispanic youth according to a report recently released by the Center on Alcohol Marketing and Youth (CAMY).

Based at Georgetown University, CAMY is a new public health group set up to monitor and analyze the alcohol’s industry's marketing practices and their impact on youth.

The CAMY report is the first comprehensive and systematic look at alcohol advertising exposure via magazine, radio and television ads among Hispanic youth, and is the sixth report in a series of analysis of youth exposure to alcohol advertising.

“This information unfortunately confirms and provides proof for what we and others have long said—that the alcohol industry targets our kids,” said Felix Lopez, LCAT Executive Director.

In summary, the CAMY report finds that:

Hispanic youth saw more alcohol advertising in magazines than non-Hispanic youth. Compared to non-Hispanic youth, Hispanic youth saw 24% more alcohol advertising in English-language magazines. Specifically, Hispanic youth saw 24% more ads for beer and ale, 24% more for distilled spirits, and 32% more for low alcohol refreshers as compared to non-Hispanic youth.

Hispanic youth heard more alcohol advertising on radio than non-Hispanic youth. As compared to non-Hispanic youth, Hispanic youth heard 9% more ads for distilled spirits, and 17% more for low alcohol refreshers. With regard to beer and ale advertising on radio, Hispanic youth exposure was roughly the same as that of non-Hispanic youth.
Alcohol advertising was played on a majority of television programs most popular with Hispanic youth. Twelve of the 15 most popular programs in English and Spanish among Hispanic youth had alcohol advertising. These programs include Vias del Amor, Ver Para Creer, That 70s Show and MadTV.

“All of this is additionally troubling when one considers the exposure of Hispanic youth to unmeasured media such as the alcohol industry’s sponsorships, promotions and giveaways in addition to advertising through radio, television and magazines,” said Felix Lopez. “We hope that this report will push policy makers to act and protect Hispanic youth from the alcohol industry’s predatory marketing practices.”

To access a full copy of the report, please visit www.camy.org.