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CAMY Calls for 15% Cap

The Center on Alcohol Marketing and Youth (CAMY)wants alcohol ads to only appear in media with less than 15 percent underage readership or viewership, down from the current 30 percent standard, Ad Age reports.

 

CAMY said the 70 percent adult target reaches more than a 30 percent youth audience. The consumer group points primarily to magazines and radio as the culprits, saying a 30 percent cap in these industries is twice as permissive as a 30 percent cap for TV.

The Beer Institute said CAMY’s statistics come from a period directly following the switch from a 50 percent threshold to the current 30 percent, ignoring how the change affected new ad buys and media bought before the switch. It also said that the FTC had earlier rejected the CAMY’s call for a 15 percent cap.