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Ross CS, Sparks A, Jernigan DH. Assessing the Impact of Stricter Alcohol Advertising Standards: The Case of Beam Global Spirits. J Public Aff. 2015;16(3):245-254doi: 10.1002/pa.1584.
Ross, C. S., Sparks, A., & Jernigan, D. H. (2016). Assessing the Impact of Stricter Alcohol Advertising Standards: The Case of Beam Global Spirits. Journal of public affairs, 16(3), 245-254. https://doi.org/10.1002/pa.1584
Ross, Craig S, et al. "Assessing the Impact of Stricter Alcohol Advertising Standards: The Case of Beam Global Spirits." Journal of public affairs vol. 16,3 (2016): 245-254. doi: https://doi.org/10.1002/pa.1584
Ross CS, Sparks A, Jernigan DH. Assessing the Impact of Stricter Alcohol Advertising Standards: The Case of Beam Global Spirits. J Public Aff. 2016 Aug;16(3):245-254. doi: 10.1002/pa.1584. Epub 2015 Sep 30. PMID: 28042284; PMCID: PMC5198782.
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J Public Aff. 2016 Aug;16(3):245-254. doi: 10.1002/pa.1584. Epub 2015 Sep 30.

Assessing the Impact of Stricter Alcohol Advertising Standards: The Case of Beam Global Spirits.

Journal of public affairs

Craig S Ross, Alicia Sparks, David H Jernigan

Affiliations

  1. Fiorente Media, Inc., Boston, MA, USA.
  2. Center on Alcohol Marketing and Youth, Johns Hopkins Bloomberg School of Public Health, Baltimore, MD.

PMID: 28042284 PMCID: PMC5198782 DOI: 10.1002/pa.1584

Abstract

Reducing youth exposure to alcohol advertising is a global health priority. In most countries around the world, the alcohol industry is given the opportunity to regulate itself with respect to advertising practices. Generally, the alcohol industry self-regulations are lax, allowing youth to be disproportionately exposed to alcohol advertising. However, Beam Global Spirits and Wine (Beam) voluntarily adopted more restrictive advertising standards in the United States in 2007. This study assessed Beam's compliance with their new standard and estimates its effect on youth exposure and advertising costs. We found that Beam's compliance with its more restrictive standards was imperfect, but never-the-less, we estimated that youth exposure to alcohol advertising was reduced compared to other spirits brands. Beam's more restrictive standards did not increase their advertising costs and therefore other alcohol companies should consider adopting similar standards around the world.

Keywords: Advertising Policy; Alcohol Advertising; Self-regulation

Conflict of interest statement

Declarations: The authors have no conflicts of interest to declare.

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