Article

Early adolescent exposure to alcohol advertising and its relationship to underage drinking.

RAND Corporation, Santa Monica, California 90407-2138, USA.
Journal of Adolescent Health (Impact Factor: 2.97). 07/2007; 40(6):527-34. DOI: 10.1016/j.jadohealth.2007.01.002
Source: PubMed

ABSTRACT To determine whether early adolescents who are exposed to alcohol marketing are subsequently more likely to drink. Recent studies suggest that exposure to alcohol ads has a limited influence on drinking in mid-adolescence. Early adolescents may be more vulnerable to alcohol advertising effects.
Two in-school surveys of 1786 South Dakota youth measured exposure to television beer advertisements, alcohol ads in magazines, in-store beer displays and beer concessions, radio-listening time, and ownership of beer promotional items during 6th grade, and drinking intentions and behavior at 7th grade. Multivariate regression equations predicted the two drinking outcomes using the advertising exposure variables and controlling for psychosocial factors and prior drinking.
After adjusting for covariates, the joint effect of exposure to advertising from all six sources at grade 6 was strongly predictive of grade 7 drinking and grade 7 intentions to drink. Youth in the 75th percentile of alcohol marketing exposure had a predicted probability of drinking that was 50% greater than that of youth in the 25th percentile.
Although causal effects are uncertain, policy makers should consider limiting a variety of marketing practices that could contribute to drinking in early adolescence.

0 Bookmarks
 · 
282 Views
  • [Show abstract] [Hide abstract]
    ABSTRACT: This study aimed to examine the relationship between measures of awareness to marketing and drinking among a sample of young people in New Zealand. The sample consisted of 1302 males and 1236 females predominantly aged between 13 and 14 years and drawn from a number of schools in a metropolitan city. They were surveyed using a computer assisted telephone interview. Regression analyses examined relationships between marketing (awareness of and engagement with a range of alcohol marketing channels) and reports of brand allegiance and drinking status, drinking frequency and quantity and future drinking intentions. The results showed that awareness of each alcohol marketing channel increased the odds of being a drinker by 8%. Engagement with web-based marketing increased the odds of being a drinker by 98% while engagement with traditional marketing increased the odds by 51%. Brand allegiance increased the odds of being a drinker by 356% and increased the likelihood of non-drinkers reporting future drinking intentions (by 73%). Brand allegiance was also associated with more frequent alcohol consumption (1.65 times more drinking occasions per year) and 86% more alcohol consumed on a typical occasion. The results suggest that, while exposure to all forms of marketing are associated with drinking by young people, measures of more active engagement, such as owning merchandise and downloading screensavers are stronger predictors of drinking. Having established a brand allegiance, at this early age, was related to not only drinking and future intentions to drink but also drinking patterns including consuming larger quantities.
    Addiction Research and Theory 06/2012; 20(4). · 1.03 Impact Factor
  • [Show abstract] [Hide abstract]
    ABSTRACT: Background Youth consumption of alcohol is a major public health problem in Taiwan, yet little research has been conducted to examine the potential influence of exposure to alcohol advertising. The present study examined the prospective influence that exposure to alcohol advertising has on the initiation and persistence of youthful drinking in Taiwan. Methods A total of 2,315 students from 26 high schools in Taipei, Taiwan were assessed in the 10th grade with follow-up conducted in the 11th grade. Self-administered questionnaires were collected in 2010 and 2011 to assess the patterns of change in youth alcohol drinking behaviors, media exposure to alcohol, and risk and protective factors. Results Of the 1,712 non-drinking students in the 10th grade, 285 (16.6%) had initiated drinking by the 11th grade. Of the 590 drinkers in the 10th grade, 396 (67.1%) were persistently drinking by the 11th grade. Multivariate analysis results indicated that when other potential confounders were accounted for, greater media exposure to alcohol advertising in the 10th grade was found to be significantly associated with the initiation of alcohol use and when combined with an increase in media exposure from grades 10 to 11, this was significantly associated with the persistence of alcohol use. Conclusion Exposure to alcohol advertising in the media was associated with both the initiation and the persistence of alcohol use by youth.
    International Journal of Drug Policy 05/2014; · 2.40 Impact Factor
  • Source
    [Show abstract] [Hide abstract]
    ABSTRACT: Abstract There is a high rate of alcohol consumption among adolescents in South Africa, especially high school leaners. The study explored the extent to which alcohol advertising impacts on adolescents focusing on selected high Schools in the Eastern Cape Province, South Africa. Results of this study revealed that most adolescence who end up consuming alcohol have been mostly exposed to alcohol advertising, although there are other contributing factors such as, the influence of friends, peer pressure and family problems. It was also revealed in this study that alcohol advertising makes adolescence aware of different brands. This information ultimately makes students feel connected to alcohol advertising, thereby leading them to consuming alcohol. Keywords: alcohol, adolescent, abuse, high school
    03/2014; 3(1):347.

Full-text (2 Sources)

Download
58 Downloads
Available from
Jun 1, 2014