This is the most solid piece of research evidence to come forth to date linking exposure to alcohol advertising and increased youth drinking.

The more alcohol advertising kids are exposed to, the more likely they are to drink, and drink heavily. We have stronger and stronger research showing there is a link to advertising.

This change would leave 79 percent of television programming available for alcohol advertising and would reduce youth exposure to alcohol advertising by 20 percent.

Underage drinking costs the United States more than $62 billion each year. At this crucial time when research shows that girls are binge drinking with alarming regularity, more must be done to reduce youth access to alcohol, and the appeal of alcohol to our youth.

On the whole, there is a general consensus that alcohol advertising plays a role but how much of a role is still open to debate, and research.

What we know from the brain research is that kids and alcohol don't mix. It impacts their frontal lobe so decision making judgment and risk taking increases. So it's a double mix of danger.