Effects of Alcohol Ads

Another study of alcohol advertising adds to the consensus among reserchers that such ads do not increase alcohol consumption.

The research, by Dr. John P. Nelson of Pennsylvania State University and Dr. Douglas J. Young of Montanna State University, involved analysis of empirical evidence about both nation-wide broadcast bans on alcohol advertising in developed countries and state-wide bans on alcohol ads on billboards.

The study's "results call into question the efficacy of advertising bans." These findings are consistent with the conclusions of virtually all other researchers on the effects of alcohol beverage advertising.

Although alcohol advertising doesn't increase consumption, it continues because successful advertising permits producers to increase their share of the market at the expense of their competitors.

 

Reference:

  • Nelson, J.P and Young, D.J. Meta-Analysis of Alcohol Advertising Bans: Cumulative Econometric Estimates of Regulatory Effects. Pennaylvania State University and Montana State University, January, 2003

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