Alcohol advertising works

Pediatrics for Parents, March, 2008 by Richard J. Sagall

Alcohol advertising and promotions result in increased drinking in adolescents. That's the finding from a study of 1,080 sixth, seventh, and eight graders who said they had never consumed alcohol. Twenty-nine percent of these children owned or wanted to own an alcohol-related promotional item such as a hat, shirt, bag, etc. These children were classified as "highly receptive." Twelve percent had a "favorite" brand of alcohol--even though they were non-drinkers--and were classified as "moderately receptive." The rest of the children were classified as "not receptive."

The study found that the moderate and highly receptive children were 77% more likely to consume alcohol in the following 12 months than the not-receptive kids. Twenty-nine percent of the children admitted to drinking alcohol during the follow-up period; 13% reported drinking at least one drink one or two days in the previous 30 days.

According to Lisa Henriksen, PhD, the lead researcher, "Alcohol advertising and promotions are associated with the uptake of drinking." She recommends reducing advertising aimed at children and teens, limiting promotional items, and teaching children to be skeptical about sponsors' marketing programs.

Richard J. Sagall, MD, Editor