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The teen market has been estimated to reach $209 billion in spending power in 2011—a marketing opportunity advertisers cannot resist. Companies spend approximately $6 billion annually on alcohol advertising and promotion, contributing to the overexposure of youth to messages that often glamorize alcohol use in ads, music videos, television shows, movies, and Web sites.
A national study concluded that greater exposure to alcohol advertising contributes to increased drinking among underage youth. Another study, funded by the Office of Juvenile Justice and Delinquency Prevention, estimated that underage drinking accounts for 12 to 20 percent of the U.S. alcohol market. Read More
Admongo, the FTC game-based Web site for tweens, also offers easy-to-use media literacy education tools for teachers, parents, and other care-giving adults. Informing these influential adults about how and where to get these tools is the first step toward improving young lives and empowering youth to resist the temptation to start using alcohol.
There are interactive and educational tools for youth, too. Parents and teachers will win points with their children and students for steering them to the site’s animated, flash-driven activities to “live the adventure” in “ad-ucation.” The site offers a self-paced, entertaining, and powerful way for youth to learn media literacy skills. Admongo is the core of the FTC campaign to educate tweens about advertising so they can become more discerning consumers of information. The goal of the campaign is to boost advertising literacy by: Read More