Studying the Effects of Alcohol Advertising on Consumption

A advertising is a public health problem if it increases alcohol abuse. Yet despite considerable and well­documented levels of both alcohol ad­ vertising and alcohol abuse, the link between the two remains controversial. According to Leading National Advertisers (LNA) (1995), the alcoholic beverage indus­ try spent more than $1 billion in 1994 for traditional me­ dia advertising (i.e., broadcast and cable television, radio, magazines, billboards, and newspapers). In addition, The Economist (1990) estimates that the industry annually spends a roughly equal amount on other forms of promo­ tion, such as store displays, consumer novelties, and spon­ sorships of cultural and sports events. Likewise, the level of alcohol abuse is substantial. The National Institute on Alcohol Abuse and Alcoholism (NIAAA) estimates that in 1992, 14 million Americans met the diagnostic criteria