A new study shows that African-American young people are under tremendous pressure from advertisers to drink, drink, drink. According to the Center on Alcohol Marketing and Youth (CAMY), during 2003 and 2004:

• African-Americans aged 12 to 20 were consistently exposed to substantially more magazine advertising for distilled spirits and beer than were youth in general
• African-Americans were exposed to from 17% to 21% more beer and ale magazine advertising, and 42% to 43% more distilled spirits magazine advertising per capita
• African-Americans heard more radio alcohol advertising per capita than youth in general in nine of the 10 largest radio markets during the summer of 2003, and in six of the top 10 markets — New York, Los Angeles, Chicago, Dallas-Fort Worth, Houston-Galveston and Detroit — during the summer of 2004
• Alcohol ads ran on all 15 of the most-watched television programs among African-American youth in 2004, with three brands — Bud Light, Heineken Beer and Miller Genuine Draft — contributing more than half of the nearly $4.8 million

Despite the concerted effort of alcohol producers to get their products into the hands of black youths, the American Advertising Federation (full disclosure: I am a member) says alcohol use is less in this demographic.

The Distilled Spirits Council of the United States has noted that a government survey on alcohol use found that in the same time period, African-Americans aged 12 to 20 used alcohol at a rate of 19.1 percent, compared to 26.6 percent of Hispanic youths and 32.6 percent of Caucasians.

The problem, says CAMY, is that the effects of using alcohol are worse among black kids.

There is substantial evidence that, although African-Americans may drink less than the general population, they suffer higher rates of alcohol-related problems. Alcohol is the drug most commonly used by African-American youth. While African-American youth consume less alcohol than their White and other ethnic minority peers, more than a third (37%) of African- American high school students are regular drinkers (i.e. at least once in the past 30 days). Alcohol use contributes to the three leading causes of death among African-American youth between ages 12 and 20: homicide, unintentional injury (including motor vehicle crashes) and suicide. In the African-American population in general, abstention rates are higher than in the general population, but so are prevalence of heavier drinking and levels of alcohol-related health consequences.

Gee, do you think it’s time to stop pushing 12-year-olds to pop open a cold one?