“In light of the policy in the Netherlands and the recommendations for similar policies in other countries, including Ireland and the United Kingdom, determining the impact of time restrictions on youth exposure is a public health priority,” said lead author and CAMY researcher Craig Ross, MBA.  “In the wake of time restrictions, alcohol companies push their ads onto late night programming, when the adolescent/teenage audience is more highly concentrated, thus increasing advertising exposure for this high-risk group.”

Alcohol is the drug most frequently used and abused by adolescents in the U.S. and in the Netherlands. At least 14 long-term studies have found that the more young people are exposed to alcohol advertising and marketing, the more likely they are to drink, or if they are already drinking, to drink more.

“With growing numbers of adolescents in the U.S. having a television in their bedroom, forcing alcohol advertisers to move ads into late night television is akin to inviting them to have a private conversation with adolescents every evening,” concluded study co-author and CAMY director David Jernigan, PhD. “For countries such as the U.S., where alcohol advertising is protected as commercial speech, policies that restrict alcohol advertising to programs where the underage audience is not over-represented are likely to be more effective.”

This policy is endorsed in the U.S. by the National Research Council, the Institute of Medicine, and 24 state attorneys general.