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Alcohol-Branded Apparel Linked to Adolescent Drinking
Date:3/2/2009

m 11 percent at the eight-month survey to 20 percent at the 24-month survey.

The most common products were clothing (64 percent), hats (24 percent) and other items such as jewelry, key chains, shot glasses, posters and pens. Seventy-five percent of the brands were beer -- 45 percent had the Budweiser label, the researchers said.

Most of the merchandise was purchased by friends or family members (71 percent), but adolescents themselves also bought items (24 percent), the researchers found.

Significantly, McClure's group found that having these items predicted the susceptibility to start drinking and becoming a binge drinker.

This study adds to the evidence linking alcohol-branded merchandise and teen drinking, McClure said. "It really underscores the importance for policies that restrict the scope of this marketing, so that these products aren't reaching teens and influencing drinking behaviors," she said.

David H. Jernigan, an associate professor at Johns Hopkins Bloomberg School of Public Health in Baltimore and author of an accompanying journal editorial, agreed that there needs to be restrictions on putting these products in the hands of children.

"Preventing the early initiation of alcohol use is critical for our kids," Jernigan said. "We have a situation where we have about 5,000 kids a day under 16 who start drinking."

Children who start drinking before 15 are four times more likely to become alcohol-dependent, seven times more likely to be in a car accident, and 11 times more likely to be involved in alcohol-related violence later in life than people who wait until 21 to start drinking, Jernigan said.

"This study presents some of the strongest evidence to date that ownership of alcohol-branded merchandise is a powerful predictor of kids initiating drinking," Jernigan said. "Self-regulation doesn't work."

Jernigan thinks there needs to be constitutionally feasible restri
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Alcohol-Branded Apparel Linked to Adolescent Drinking
Alcohol-Branded Apparel Linked to Adolescent Drinking
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