Black Youth Drink Less Than White Youth:Study

The Center on Alcohol Marketing and Youth at Georgetown University in Washington, D.C., found Black youth ages 12 to 20 drink far less alcohol than their White counterparts, but with age they suffer more from alcohol-related diseases than Whites and other ethnicities.

Alcohol-related ailments include heart disease, high blood pressure, decreased or impaired brain functions, liver and kidney damage and kidney failure.

During its study of exposure between 2003 and 2004, the center also found alcohol use contributes to homicides, unintentional injuries and suicide, which are considered the three leading causes of death among Blacks of that age group.

According to the center, 19 percent of the Black youth used alcohol within 30 days prior to the survey, compared to about 33 percent of Whites. Further, Black youth reported "binge" drinking at 10 percent, compared to Whites at 23 percent. Binge drinking is considered as five or more drinks at one sitting, and is associated with health, social and economic problems, and is harmful for adolescent development.

Critics say alcohol is made appealing to Black youth via a consistent, aggressive advertising campaign in magazines, music and videos, and on TV, radio, billboards.

Twelve-to-20-year-olds saw 15 percent more for beer and 10 percent more for distilled spirits per capita than adults age 21 and over; and generally, Black youth saw more advertising for both products than youth in general.

In national magazines, Black youth saw 34 percent more alcohol advertising than youth in general, 21 percent more for beer and ale, 42 percent more for distilled spirits; and

99 percent of Black youth saw an average of 150 alcohol ads in national magazines while 97 percent of all youth saw an average of 113 alcohol ads.

€ 14 magazines (including Sports Illustrated, Vibe, Stuff, Entertainment Weekly, the Source, InStyle and Vogue), accounted for 75 percent of Black youth's exposure in 2004.



Of a sample of more than 67,000 occurrences of advertising airing in 104 markets for the 25 top alcohol brands in June-July, 2004, Black youth heard 15 percent more advertising per capita than youth in general;

In New York, Los Angeles, Chicago, Dallas-Forth Worth, Houston-Galveston and Detroit (six of the top 10 markets comprising 34 percent of America's Black population), and in 25 of 104 markets, Black youth heard more alcohol advertising on the radio per capita than youth in general)

Colt 45 Malt Liquor accounted for nearly one-third of Black youth exposure to radio advertising and along with Hennesey Cognac, which most disproportionately exposed Black youth compared to all youth.

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