Maine Kids: Alcohol Ads Target Us

Two-thirds of Maine students who took part in a survey on alcohol advertising believe that such ads target underage youth, the Associated Press reported July 7.

The group Youth Empowerment and Policy (YEP) surveyed about 500 junior-high and high-school students; more than half of respondents believed that the people portrayed in the ads were under age 21.

The survey was funded by the Maine Office of Substance Abuse.

YEP said in an accompanying report that the survey results point to the need for alcohol companies to change they way they advertise in order to prevent underage drinking. Recommendations including using actors and models in ads who are at least 30 years old, so that they look no younger than 25. The group also recommended that alcohol ads be placed in store locations away from aisles frequented by minors and that the industry avoid placing ads in magazines that appeal to youth.