with the control group (Koordeman et al. 2012). It is likely that the effects of advertisement differ across age groups and races. The alcohol industry uses complex targeted marketing strategies that focus on African Americans, Latinos, and American Indians, among other demographic groups, such as youth and other ethnic minorities (Alaniz and Wilkes 1998; Moore et al. 2008). Empirical studies show that targeted alcohol marketing results in individuals developing positive beliefs about drinking, and creating and expanding environments where alcohol use is socially acceptable and encouraged (Alaniz and Wilkes 1998; Hastings et al. 2005; McKee et al. 2011). These factors can result in the onset of drinking and binge drinking, and in increased alcohol consumption (Tanski et al. 2015).
