Wednesday, February 13, 2008

The Post reported on an important and worrisome trend in its article on girls catching up to boys in alcohol use [Metro, Feb. 10]. Why this is happening is equally important. Between 2001 and 2006, girls' exposure to alcohol advertising on television increased by 40 percent, while boys' exposure grew by only 22 percent. Girls' exposure to distilled spirits advertising increased by 3,112 percent, while boys' exposure rose 2,482 percent.

Long-term, federally funded studies have consistently found that the more that youths are exposed to alcohol advertising, the more likely they are to drink. The National Academy of Sciences and 20 state attorneys general have called for alcohol companies to reduce youth exposure to such ads by adopting stricter placement standards. Our organization has determined that adoption of such a standard could reduce youth exposure to alcohol ads on television by 20 percent and still allow alcohol companies to reach young legal-age adults with their advertising.

DAVID JERNIGAN

Executive Director

Center on Alcohol Marketing and Youth

Washington