Teenagers familiar with TV alcohol ads are more likely to have tried alcohol and to have engaged in binge drinking. The Pediatric Academic Societies heard that over 2,500 15-20 year olds were surveyed by researchers from the US Dartmouth-Hitchcock Medical Center. Factors studied included gender, age, race, friends/parents drinking, favourite alcohol ads, ownership of branded alcohol and tendency for “sensation-seeking” behaviour. Subjects were shown images for alcohol and fast food ads with brands removed, then questioned about their knowledge and preferences. Familiarity with TV alcohol advertising was significantly higher for drinkers than for non-drinkers. Dr. Tanski commented that under-age youth frequently see alcohol ads and that current US voluntary advertising standards may be too weak. This fits with a European report also featured in PU Issue 9. Mentor Foundation has further advice in Prevention Smart Parents.
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