I started drinking beer when I was 15 (the drinking age at the time was 18). Did I do it because cleverly crafted 30-second TV spots told me to? No. I did it because I liked to become intoxicated. But never mind all that.
Ad Age reports that state attorney generals do see a connection between advertising and underage drinking.
Unleashing a fresh attack on alcoholic beverage advertising, 20 state attorneys general are urging the Federal Trade Commission to limit alcohol ads to media in which only 15% of the audience is aged 12 to 20.
A 15% standard could have potentially far-reaching effects on alcohol advertising, sharply limiting its access to sports programming. It could also affect radio and Internet ads as well as some magazines.
Liquor and advertising associations have denied there is a causal relationship between advertising and underage drinking and questioned whether the government can legally impose any ad limits, and argue that their advertising is reaching mostly adults.