Navigation Links
Effective regulation of alcohol brand placements in movies could limit underage drinking
Date:5/27/2013

(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
robin.dutcher@hitchcock.org
603-653-9056
Dartmouth-Hitchcock Medical Center
Source:Eurekalert

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 E-dentists.com in Partnership with JD Media Surge, LLC
11. How To Increase Memory Power
Post Your Comments:
*Name:
*Comment:
*Email:
(Date:6/27/2016)... , ... June 27, 2016 , ... "FCPX editors can ... inside of Final Cut Pro X," said Christina Austin - CEO of Pixel Film ... Final Cut Pro X users can now reveal the media of their ...
(Date:6/27/2016)... ... June 27, 2016 , ... TopConsumerReviews.com recently awarded their highest five-star rating to ... of individuals in the United States and Canada wear eyeglasses. Once considered to be ... vision and make a fashion statement. Even celebrities use glasses as a way of ...
(Date:6/26/2016)... ... June 26, 2016 , ... PawPaws brand pet supplements ... that was developed to enhance the health of felines. The formula is all-natural and ... main herbs in the PawPaws Cat Kidney Support Supplement Soft Chews are ...
(Date:6/25/2016)... ... ... Austin residents seeking Mohs surgery services, can now turn to Dr. Jessica ... Peckham for medical and surgical dermatology. , Dr. Dorsey brings specialization to include Mohs ... Mohs Micrographic Surgery completed by Dr. Dorsey was under the direction of Glenn Goldstein, ...
(Date:6/25/2016)... ... June 25, 2016 , ... As a lifelong Southern Californian, Dr. Omkar ... M.D from the David Geffen School of Medicine at UCLA. He trained in Internal ... complete his fellowship in hematology/oncology at the UCLA-Olive View-Cedars Sinai program where he had ...
Breaking Medicine News(10 mins):
(Date:6/24/2016)... June 24, 2016  Consumers have taken a ... have placed more emphasis on patient outcomes. ... programs in the pharmaceutical industry have evolved beyond ... pharmaceutical companies are focusing on becoming more patient-oriented ... products and services that improve health. ...
(Date:6/24/2016)... 2016 Dublin ... addition of the " Global Markets for Spectroscopy ... This report focuses on the ... review, including its applications in various applications. The report ... includes three main industries: pharmaceutical and biotechnology, food and ...
(Date:6/24/2016)... SAN CLEMENTE, Calif. , June 24, 2016  American Respiratory ... testing company, is now able to perform sophisticated lung assessments in ... Medical Technologies , Inc. Patients are no longer ... to ndd,s EasyOne PRO ® , ARL patients like Jeanne R. ... testing done in the comfort of her own home. ...
Breaking Medicine Technology: