Study links alcohol ads to adolescent drinking

Alcohol advertising entices children to drink, according to a new study published on the web site of the Journal of Adolescent Health.

Children's exposure to alcohol advertising during early adolescence appears to influence both beer drinking and their intentions to drink a year later, said the study by researchers at the RAND Corporation.

The study found that those exposed to alcohol advertising at high levels - from television, magazines, in-store displays to promotional items like T-shirts and posters - were 50 percent more likely to drink and 36 percent more likely to intend to drink than children whose exposure to alcohol advertising was very low.

The study is based on a RAND survey of 1,786 South Dakota sixth graders about their exposure to alcohol advertising and marketing, and a second survey of the same children a year later about drinking intentions and behavior.

It was the first time that researchers studied alcohol advertising in magazines, radio and elsewhere, in addition to TV ads.

Previous studies had found that adolescents on average see at least 245 television ads for alcoholic beverages every year.

"Parents may be aware that advertising may promote drinking among early adolescents," said Rebecca L. Collins, a RAND senior behavioral scientist and lead author of the study.

"We did a previous study that found that children as young as fourth grade were very familiar with alcohol advertising and can tell you slogans and brand names. This new study shows that by the time they get to sixth grade, ads may be influencing them to drink."

"Parents often think they don't have to worry about their kids drinking before they get to high school, but sixth grade - or even before then - is the time to talk with children about alcohol marketing techniques, as well as drinking," Collins added.

"Getting kids to think critically about ads may lessen any effects the ads have,"he said.

Source: Xinhua