Navigation Links
Brand-specific television alcohol ads predict brand consumption among underage youth

Underage drinkers are three times more likely to drink alcohol brands that advertise on television programs they watch compared to other alcohol brands, providing new and compelling evidence of a strong association between alcohol advertising and youth drinking behavior.

This is the conclusion of a new study from the Center on Alcohol Marketing and Youth (CAMY) at the Johns Hopkins Bloomberg School of Public Health and the Boston University School of Public Health that examined whether exposure to brand-specific alcohol advertising on 20 television shows popular with youth was associated with brand-specific consumption among underage drinkers.

Published in Alcoholism: Clinical and Experimental Research, it comes on the heels of a study from the same researchers published earlier this month which found underage drinkers are heavily exposed to magazine ads for the alcohol brands they consume.

"Taken together, these studies strengthen the case for a relationship between brand-specific alcohol advertising among underage youth and brand-specific consumption," said lead author Craig Ross, PhD, MBA, president of Virtual Media Resources in Natick, Massachusetts. "As alcohol continues to devastate so many young lives, youth exposure to alcohol advertising should be reduced."

Alcohol is the number one drug among youth and responsible for 4,300 deaths per year, yet alcohol advertising in the U.S. is primarily regulated by the industry itself through a voluntary code which serves as the main vehicle for reducing youth exposure to and appeal of alcohol advertising.

In the current study, researchers surveyed over one thousand youth ages 13-20 recruited from a national Internet panel maintained by Knowledge Networks. All reported consuming at least one drink of alcohol in the past 30 days. The researchers determined all alcohol brands the participants had consumed within the past 30 days, as well as their exposure to alcohol brand advertising on 20 television shows they had watched within the past month.

The researchers found that the relationship between consumption of a brand and advertising exposure for that brand was significant, and that the relationship was strongest at lower levels of exposure. Their results held even after controlling for other factors influencing youth drinking, such as their parents' drinking, whether the youth chose the brand themselves, the brand's average price, and the popularity of the brand among adults.

"There is a link between exposure to brand-specific advertising and youth choices about alcohol, independent of other factors," said study author and CAMY director David Jernigan, PhD.

"The question now becomes what do alcohol advertisers do with this information, given the consequences of alcohol consumption in underage youth," added study co-author Michael B. Seigel, MD, MPH, of the Boston University School of Public Health.

At least 14 long-term studies have found that the more young people are exposed to alcohol advertising and marketing, the more likely they are to drink, or if they are already drinking, to drink more.


Contact: Alicia Samuels
Johns Hopkins University Bloomberg School of Public Health

Related medicine news :

1. Acoustiblok Wins Challenge on National Television Series
2. NewsWatch Recently Featured “Ruzzle," a Mobile Gaming Application on National Television
3. NewsWatch Recently Featured “BuddyCalc”, a Mobile Application on National Television
4. NewsWatch Recently Featured the “Badger?” Mobile Gaming Application on National Television
5. NewsWatch Recently Featured the “Protect America” Mobile Security Application on National Television
6. NewsWatch Recently Featured the “Radarbox24” Mobile Application on National Television
7. NewsWatch Recently Featured Bang & Olufsen’s New Wireless Speaker Series, “The Immaculate Wireless Sound” on National Television
8. Generation Next Film/Television, Journalism and Social Media Competition Deadline Extended to December 13, 2013
9. NewsWatch Recently Featured the “Air Ace” Mobile Game Application on National Television
10. NewsWatch Airing on National Television, Thursday, November 21st
11. NewsWatch Recently Featured the “Phobia Free” Mobile Application by Virtually Free on National Television
Post Your Comments:
(Date:6/26/2016)... , ... June 26, 2016 , ... Pixel Film Studios ... X. , "Film editors can give their videos a whole new perspective by using ... - CEO of Pixel Film Studios. , ProSlice Levels contains over 30 Different ...
(Date:6/26/2016)... Lake Orion, Clarkston, Michigan (PRWEB) , ... June ... ... direction with respect to fertility once they have been diagnosed with endometriosis. These ... tolerable intercourse but they also require a comprehensive approach that can help for ...
(Date:6/25/2016)... Miami, FL (PRWEB) , ... June 25, 2016 , ... The temporary closing of Bruton ... Plant City Observer , brings up a new, often overlooked aspect of head lice: ... The closing for fumigation is not a common occurrence, but a necessary one in the ...
(Date:6/25/2016)... CA (PRWEB) , ... June 25, 2016 , ... As ... with Magna Cum Laude and his M.D from the David Geffen School of Medicine ... and returned to Los Angeles to complete his fellowship in hematology/oncology at the UCLA-Olive ...
(Date:6/25/2016)... , ... June 25, 2016 , ... Conventional wisdom preaches ... success. In terms of the latter, setting the bar too high can result in ... than just slow progress toward their goal. , Research from ...
Breaking Medicine News(10 mins):
(Date:6/23/2016)... 2016 Research and Markets has announced ... Analysis 2016 - Forecast to 2022" report to their ... contains up to date financial data derived from varied research ... trends with potential impact on the market during the next ... which comprises of sub markets, regional and country level analysis. ...
(Date:6/23/2016)... VIEW, Calif. , June 23, 2016 ... a.m. CST on Thursday, July 7, 2016 , , , ... ) , , , , EXPERT PANELISTS:  , ... Nitin Naik; Senior Industry Analyst, Christi Bird; Senior Industry Analyst, Divyaa ... The global pharmaceutical industry is witnessing an ...
(Date:6/23/2016)... 23, 2016  Guerbet announced today that it has ... Horizon Award . One of 12 suppliers ... for its support of Premier members through exceptional local ... and commitment to lower costs. ... of our outstanding customer service from Premier," says ...
Breaking Medicine Technology: