Le Journal d'études sur l'alcool et les drogues published a report this week with research from the Center on Alcohol Marketing and Youth (CAMY) at the Johns Hopkins Bloomberg School of Public Health finding that from 2005 through 2012, youth were exposed more than 15 billion times to alcohol ads on television, most of them on cable, that were not in compliance with the alcohol industry’s self-regulatory advertising placement guidelines. The paper outlined a new set of “no-buy” list criteria that would eliminate almost all of this non-compliant advertising exposure.

“Even when parents set reasonable limits for their children’s screen time, kids are still being exposed to a staggering number of ads for a product they are not allowed to purchase. Our findings offer a blueprint for reducing youth exposure to alcohol advertising within the current self-regulatory advertising environment,” said Dr. David Jernigan, the study author, in a news release.

CAMY plans to issue quarterly reports that assess non-compliant alcohol advertising on cable TV based on the “no buy” list criteria and how this non-compliance varies by program, cable network and daypart. Read their first report, Alcohol Advertising Compliance on Cable Television, 1st Quarter 2015.