The Center on Alcohol Marketing and Youth (CAMY) has issued a report saying that African-American youth see and hear more alcohol advertising than their peers. However, government research repeatedly demonstrates that African-American youth drink much less than their peers. For example, the National Household Survey on Drug Use and Health reports the incidence of “Past Month Alcohol Use Among 12-20 Year Olds” in 2004 as:
Therefore, although African-American youth are exposed to more alcohol ads, they are significantly less likely to drink alcohol
This is consistent with scientific research around the world for decades conducted by governments, health agencies and universities. There is no evidence that advertising causes increases in alcohol consumption or alcohol problems or that it causes non-drinkers to become drinkers. The research does demonstrate that effective advertisers can increase their share of the market at the expense of their competitors, who lose market share. It can also promote brand loyalty.