Leading the Way

Alcopops Advertising to Girls

• Teenage girls (33%) were more likely to express a preference for alcopops compared to teenage boys (27%). 1

• Girls saw a staggering 95% more magazine advertising for low-alcohol refreshers than legal-age women on a per capita basis in 2002. 2  

• Women ages 21-34, the age group often identified as the target audience for alcohol advertising, were actually less exposed per capita to magazine advertising for alcopops and beer than girls ages 12-20. 2

• Exposure of underage youth to alcohol advertising in magazines declined between 2001 and 2002 in every category except low-alcohol refreshers, for which exposure to girls grew by a staggering 216%. 2

1 Center for Science in the Public Interest (CSPI). “Alcopops: Summary of Findings. What Teens and Adults are Saying about Alcopops.” Poll released May 2001.
2 David H. Jernigan; Joshua Ostroff; Craig Ross; James A. O’Hara. (Courtesy of CAMY.) “Sex Differences in Adolescent Exposure to Alcohol Advertising in Magazines.” Archives of Pediatric & Adolescent Medicine. July 2004.

    2000 Prairie View Prevention Services, Inc.