How Alcohol Ads Might Affect Kids

Alcohol advertising on TV may mean increased brand-specific consumption in youth

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(RxWiki News) The more ads for alcohol kids watch on TV, the more they may drink, according to a new study.

This new study found that exposure to brand-specific alcohol TV advertisements in youth was associated with the level of brand-specific alcohol consumption.

Some brands advertise more than others, and some target particular populations, the study authors noted. That's why these researchers focused on determining the link between alcohol consumption and exposure to alcohol ads for particular brands.

This study looked at a national sample of around 1,030 adolescents (ages 13 to 20) who had admitted to drinking alcohol in the previous 30 days. 

The researchers behind this study found a strong association between exposure to brand-specific alcohol TV commercials and the consumption of that particular brand. This link was evident at both the individual and population levels. 

In other words, brand-specific alcohol advertising was effectively selling products — and, for underage viewers, that could mean health risks.

These findings may offer a reason for parents to reduce the time their children spend in front of the TV, specifically the networks that air alcohol commercials, these researchers noted. 

This study was published in the Journal of Studies on Alcohol and Drugs. The authors said further research is needed. 

The National Institute on Alcohol Abuse and Alcoholism funded this study. Information on potential conflicts of interest was not available at the time of publication.

Last Updated:
September 20, 2016