|Received:||11/7/2006 9:04:38 AM|
|Organization:||Bay Area Alliance for Youth & Families|
|Agency:||Federal Trade Commission|
Comments:In regards to your alcohol and advertising report, I would suggest that the FTC strengthen your report by collecting and reporting information on brand- and company-specific advertising expenditures. Such data would help the FTC and the public understand which companies and brands may be engaged in marketing tactics that are likely to target underage consumers. Also,iIn order to more accurately assess the true extent of youth exposure to alcohol advertising, I ask that you require audience composition to be reported on the basis of the total audience 12 to 20 and the total audience 21 and above. The 12 to 20-year old segment of the underage demographic is by far at greatest risk for underage drinking and for exposure to alcohol advertising. Moreover, standard sources for measuring audience demographics for magazines and radio do not even include the under-12 population. Thank you for making the right decisions to protect our children.