Young People are More Likely to Report Seeing Alcohol Advertising Online, Pilot Study Finds
An American pilot study published in the journal Alcoholism: Clinical and Experimental Research has found that underage youngsters between 13 and 20 years old are more likely than adults to report seeing alcohol marketing online. The investigation also found that the same age group is more likely to recall seeing alcohol marketing conveyed via the more traditional adverting channels of TV, radio and billboards.
The lead author of the study notes: "Alcohol marketing exposure among youth is associated with more underage drinking - binge drinking specifically - so it is concerning to see more youth than adults reporting exposure.”
Previous studies have also shown that young people may be more susceptible to the messages expressed in alcohol marketing, including that drinking leads to social acceptance and improved happiness. In the US, alcohol marketing is largely self-regulated. In other words, the drinks industry voluntarily self-imposes ethical guidelines that aim to limit exposure to young people.