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Publicidad de alcohol en revistas y lectores adolescentes
Craig F Garfield1, Paul J Chung, Paul J Rathouz
1Department of Pediatrics, Evanston Northwestern Healthcare Research Institute, Evanston, Ill 60202, USA. c-garfield@northwestern.edu
JAMA
|May 15, 2003
Resumen
La publicidad de alcohol en revistas, especialmente para cerveza y licor, está vinculada a un mayor número de lectores adolescentes. Los formuladores de políticas deberían considerar regulaciones para limitar la exposición de los jóvenes a estos anuncios.
Área de la Ciencia:
- Salud Pública La salud pública.
- Estudios de los medios Estudios de los medios.
- Investigación sobre el abuso de sustancias Investigación sobre el abuso de sustancias.
Sus antecedentes:
- El consumo de alcohol en los adolescentes presenta un desafío significativo para la salud pública.
- Las regulaciones federales actuales carecen de restricciones específicas sobre la publicidad de alcohol dirigida a adolescentes, confiando en cambio en la autorregulación de la industria.
Objetivo del estudio:
- Para analizar las recientes tendencias de publicidad de alcohol en revistas.
- Evaluar la correlación entre la frecuencia de la publicidad del alcohol y las revistas con lectores adolescentes.
Principales métodos:
- Un análisis cuantitativo de los anuncios de bebidas alcohólicas en 35 de las principales revistas estadounidenses de 1997-2001.
- Examinó la frecuencia de publicidad de cerveza, vino y licores en relación con los adolescentes (12-19 años), adultos jóvenes (20-24 años) y lectores adultos mayores, controlando las características demográficas y de publicación.
Principales resultados:
- Se identificaron más de 9.000 anuncios de bebidas alcohólicas, que costaron casi 700 millones de dólares.
- Las tasas de publicidad de cerveza y licores aumentaron significativamente con un mayor número de lectores adolescentes.
- La publicidad del vino no mostró una asociación significativa con el lectorado adolescente.
Conclusiones:
- La publicidad de revistas para cerveza y licor está demostradamente asociada con el lectorado adolescente.
- Existe la necesidad de que la industria y los responsables políticos federales exploren las regulaciones para la publicidad del alcohol que llega a los adolescentes.
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