@article{ref1,
title="The potential impact of a "no-buy" list on youth exposure to alcohol advertising on cable television",
journal="Journal of studies on alcohol and drugs",
year="2016",
author="Ross, Craig S. and Brewer, Robert D. and Jernigan, David H.",
volume="77",
number="1",
pages="7-16",
abstract="OBJECTIVE: The purpose of this study was to outline a method to improve alcohol industry compliance with its self-regulatory advertising placement guidelines on television with the goal of reducing youth exposure to noncompliant advertisements. <br><br>METHOD: Data were sourced from Nielsen (The Nielsen Company, New York, NY) for all alcohol advertisements on television in the United States for 2005-2012. A &quot;no-buy&quot; list, that is a list of cable television programs and networks to be avoided when purchasing alcohol advertising, was devised using three criteria: avoid placements on programs that were noncompliant in the past (serially noncompliant), avoid placements on networks at times of day when youth make up a high proportion of the audience (high-risk network dayparts), and use a &quot;guardbanded&quot; (or more restrictive) composition guideline when placing ads on low-rated programs (low rated). <br><br>RESULTS: Youth were exposed to 15.1 billion noncompliant advertising impressions from 2005 to 2012, mostly on cable television. Together, the three no-buy list criteria accounted for 99% of 12.9 billion noncompliant advertising exposures on cable television for youth ages 2-20 years. When we evaluated the no-buy list criteria sequentially and mutually exclusively, serially noncompliant ads accounted for 67% of noncompliant exposure, high-risk network-daypart ads accounted for 26%, and low-rated ads accounted for 7%. <br><br>CONCLUSIONS: These findings suggest that the prospective use of the no-buy list criteria when purchasing alcohol advertising could eliminate most noncompliant advertising exposures and could be incorporated into standard post-audit procedures that are widely used by the alcohol industry in assessing exposure to television advertising.<p /> <p>Language: en</p>",
language="en",
issn="1937-1888",
doi="",
url="http://dx.doi.org/"
}