Potential youth exposure to alcohol advertising on the internet: A study of internet versions of popular television programs.

BACKGROUND: No previous paper has examined alcohol advertising on the internet versions of television programs popular among underage youth.

OBJECTIVES: To assess the volume of alcohol advertising on web sites of television networks which stream television programs popular among youth.

METHODS: Multiple viewers analyzed the product advertising appearing on 12 television programs that are available in full episode format on the internet. During a baseline period of one week, six coders analyzed all 12 programs. For the nine programs that contained alcohol advertising, three underage coders (ages 10, 13, and 18) analyzed the programs to quantify the extent of that advertising over a four-week period.

RESULTS: Alcohol advertisements are highly prevalent on these programs, with nine of the 12 shows carrying alcohol ads, and six programs averaging at least one alcohol ad per episode. There was no difference in alcohol ad exposure for underage and legal age viewers.

CONCLUSIONS: There is a substantial potential for youth exposure to alcohol advertising on the internet through internet-based versions of television programs. The Federal Trade Commission should require alcohol companies to report the underage youth and adult audiences for internet versions of television programs on which they advertise.