Navigation Links
Effective regulation of alcohol brand placements in movies could limit underage drinking

(Lebanon, NH, 5/27/2013) Researchers at the Norris Cotton Cancer Center have found that current constraints on advertising for alcohol products in movies that adolescents watch are not effective.

The study, "Trends in Tobacco and Alcohol Brand Placements in Popular US movies, 1996 through 2009,"was published online in the May 27, 2013 JAMA Pediatrics.

Studies have shown that movies influence smoking and drinking during adolescence: A 2012 Surgeon General's report noted a causal relationship between the initiation of smoking in adolescents and depictions of smoking in movies, and there are studies showing that children's exposure to movie imagery of tobacco and alcohol is also associated with early onset of drinking and alcohol abuse. A 1998 agreement, enforced by the State Attorneys General, resulted in dramatic declines in cigarette brand placements after 1999, and coincided with declines in youth tobacco use. However, paid brand placement in movies is still a common marketing practice for the alcohol industry and their rules don't adequately restrict placements to movies intended for adults.

"In order to be effective, constraints on advertising for products that harm adolescents should be externally developed and enforced," says Dr. James Sargent, co-director of the Cancer Control Research Program at Norris Cotton Cancer Center and professor of Pediatrics at the Geisel School of Medicine at Dartmouth. "Historically, industry self-regulation in this area does not work."

This study examines recent trends for tobacco and alcohol use in movies before and after the 1998 Master Settlement Agreement (MSA), which ended payments for tobacco brand placements in films. After the MSA was implemented tobacco brand placements in movies declined by 7 percent per year while alcohol brand placement, subject only to industry self-regulation, was found increasingly in movies rated for ages as young as 13.

The authors suggest that since evidence now supports the negative health consequences of smoking and drinking in films, the rating system should change. Movies that depict drinking in contexts that could increase curiosity or acceptability of unsafe drinking should be rated R. For example, no movie with a youth rating should show alcohol brands, underage drinking, binge drinking, alcohol abuse, or drinking and driving.


Contact: Robin Dutcher
Dartmouth-Hitchcock Medical Center

Related medicine news :

1. Effective virus protection without anti-virus software, identifies idcloak
2. Telcom & Data Introduces Wheelock SAFEPATH® SP40S Emergency Evacuation System, An Effective Office Tool to Protect Employees from Severe Weather Threats
3. Consulting Firm Execs to Discuss Strategies for Effective Management of Specialty Drugs in AIS’s May 30 Webinar
4. Enrichment therapy effective among children with autism, UCI study finds
5. Peer-Reviewed Article Shows CLn® BodyWash an Effective Solution for Children with Eczema
6. Monoclonal antibody appears effective and safe in asthma Phase IIa trial
7. Study: Older Whooping Cough Vaccine More Effective
8. Whole-cell vaccine was more effective than acellular vaccine during CA pertussis outbreak
9. Ginger compounds may be effective in treating asthma symptoms
10. Effective New Dental SEO Solution Launched by in Partnership with JD Media Surge, LLC
11. How To Increase Memory Power
Post Your Comments:
(Date:11/28/2015)... ... ... EST until 11:59 p.m. EST, customers will be racing the clock to ... or more to free gifts with purchases, there will be a new sale available on ... skin care and cosmetic needs, customers will save on already discounted prices. , Top brands ...
(Date:11/27/2015)... ... 2015 , ... There is only one major question facing all law firms ... This question has not been an easy question to answer. Especially when the senior ... younger workforce don’t share the same discipline around working long hours. , In ...
(Date:11/27/2015)... (PRWEB) , ... November 27, 2015 , ... According to ... out by the University of Toronto and the University of British Columbia suggested that ... for head injuries. The article explains that part of the reason for the controversial ...
(Date:11/27/2015)... , ... November 27, 2015 , ... ... the health care in America. As people age, more care is needed, especially ... are rising, and medical professionals are being overworked. The forgotten part of this ...
(Date:11/27/2015)... ... November 27, 2015 , ... An inventor, from Hopkinsville, ... prescription medications at home, so he invented the patent-pending ELECTRONIC M.D. , The ... medications. In doing so, it could help to prevent potential overdose situations. As ...
Breaking Medicine News(10 mins):
(Date:11/26/2015)... 26, 2015 3D bioprinting market ... to a new report by Grand View Research Inc. Rising ... which demands kidney transplantation is expected to boost the market ... for organ transplantation. --> 3D bioprinting market ... to a new report by Grand View Research Inc. Rising ...
(Date:11/26/2015)... November 26, 2015 ... universitetssjukhus ser potential att använda SyMRI för ... för patienter med multipel skleros (MS) ... med SyntheticMR AB för att kunna använda ... sjukhuset. Med SyMRI kan man generera flera ...
(Date:11/26/2015)... Research and Markets ( ) ... Future Horizons and Growth Strategies in the Italian ... Segment Forecasts, Competitive Intelligence, Emerging Opportunities" report ... --> This new 247-page report ... drug monitoring market, including emerging tests, technologies, instrumentation, ...
Breaking Medicine Technology: