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Do time restrictions on alcohol advertising reduce youth exposure?


Correspondence to: Craig S. Ross, Virtual Media Resources, Inc., 17 South Avenue Suite 5, Natick, Massachusetts 01760, USA.



Regulators may attempt to reduce youth exposure to alcohol advertising by restricting times during which alcohol ads may be aired on television or radio. The Netherlands introduced such a policy and found that teenage advertising exposure increased following the time restrictions. This study uses simulation analysis and a comprehensive database of television alcohol advertising to demonstrate that time restrictions are likely to reduce advertising exposure to the youngest viewers while increasing exposure for the high-risk teenage population. Copyright © 2012 John Wiley & Sons, Ltd.