Alcohol advertising is the promotion of alcoholic beverages by alcohol producers through a variety of media. Along with nicotine advertising, alcohol advertising is one of the most highly regulated forms of marketing. Some or all forms of alcohol advertising are banned in some countries. There have been some important studies about alcohol advertising published, such as J.P. Nelson's in 2000. Criticism Scientific research, health agencies and universities have, over the decades, been able to demonstrate a correlation between alcohol beverage advertising and alcohol consumption, especially among initially non-drinking youth. However, there is an equally significant body of research positing that alcohol advertising does not cause higher consumption and rather merely reflects greater public demand, with many commentators suggesting that effective alcohol campaigns only increase a producer's market share and also brand loyalty. The alcohol industry has tried to actively mislead the public about the risk of cancer due to alcohol consumption, in addition to campaigning to remove laws that require alcoholic beverages to have cancer warning labels. Target marketing The intended audience of the alcohol advertising campaigns have changed over the years, with some brands being specifically targeted towards a particular demographic. Some drinks are traditionally seen as a male drink, particularly beers. Some brands have allegedly been specifically developed to appeal to people that would not normally drink that kind of beverage. These ads may contribute to underage consumption and binge drinking. In 2011 a study found that twenty-two percent of twelfth graders had binge drank in the past two weeks, this figure doubled for kids in college. Studies suggest that the use of alcohol before the brain fully develops can alter or negatively affect the development of the brain. Adolescents One area in which the alcohol industry has faced criticism and tightened legislation is in their alleged targeting of young people. Central to this is the development of alcopops – sweet-tasting, brightly coloured drinks with names that may appeal to a younger audience. Academics have found that the main factor influencing youth consumption of alcopops was taste, and that young non-drinkers and experimental drinkers were heavily influenced by advertising. There have been several disputes over whether alcohol advertisements are targeting teens. Much alcohol advertising appears to make drinking fun and exciting. Alcohol advertisements can be commonly seen in virtually any medium, they are especially known for sponsoring sporting events, concerts, magazines, and they are widely found on the