Although 325 alcohol brands advertised in magazines in 2008, just 16 brands accounted for half of the advertising placed in publications more likely to be seen per capita by youth than by adults. Leading the list were Patron Silver Tequila, Absolut Vodka, Kahlua Liqueurs, Ketel One Vodka and Jim Beam Bourbon Whiskey.

The report, which is available at www.camy.org, shows that alcohol companies have largely met the industry’s voluntary standard of not placing ads in magazines with 30 percent or more youth readership. That standard was adopted in 2003.

However, this standard has had little effect on the percentage of youth exposure coming from advertising placed in youth-oriented publications. As of 2008, 78 percent of youth exposure to this advertising occurred in magazines that youth ages 12 to 20 were more likely to read than adults age 21 and above. A previous CAMY report, analyzing magazine advertising from 2001 to 2005 and published in CDC’s Mortality and Morbidity Weekly Report, found that 80 percent of youth exposure came from ads placed in youth-oriented publications.

via Youth Exposure to Alcohol Ads in Magazines Declining | Science Magazine News.