Alcohol Marketing and Young People's Drinking: A Review of the Research

Abstract

The influence of alcohol advertising on young people continues to be the subject of much debate. This paper presents a review of the literature showing that, while many econometric studies suggest little effect, more focused consumer studies, especially recent ones with sophisticated designs, do show clear links between advertising and behaviour. Furthermore, these effects have to be viewed in combination with the possible impact of other marketing activities such as price promotions, distribution, point of sale activity and new product development. Here, the evidence base is less well developed, but there are indications of effects. It must be acknowledged that categorical statements of cause and effect are always difficult in the social sciences; marketing is a complex phenomenon involving the active participation of consumers as well as marketers and more research is needed on its cumulative impact. Nonetheless, the literature presents an increasingly compelling picture that alcohol marketing is having an effect on young people's drinking.

Differences in drinking patterns between men and women in Brazil

“…28 Another important risk factor for alcohol use among adolescents is the increasing exposure to alcohol advertising. [29][30][31] It is noteworgthy that early alcohol consumption can lead to several adverse consequences. Adolescents are getting more and more involved in violent situations, 9 such as car accidents, injuries, and fights due to alcohol use.…”

Propaganda de álcool e associação ao consumo de cerveja por adolescentes

“…The onset of alcohol use is infl uenced by individual and interpersonal factors, including family, biological, behavioral and environmental aspects, 12,15,16,19 among which alcohol advertising is found. 2,12,19,20,21,26 Studies indicate that advertising influences alcohol drinking among adolescents.…”

“…2,12,19,20,21,26 Studies indicate that advertising influences alcohol drinking among adolescents. 6,16,19,a Although extensive research on alcohol advertising has not been conducted in Brazil, this debate began in the world more than 20 years ago.…”

Alcohol, Advertising, Media, and Consumption among Children, Teenagers, and Young Adults

“…There are other aspects of alcohol marketing, however, that have also come under fire including promotions in retail outlets and bars. These often include special pricing offers which are more often considered as direct enticements to the young to consume alcohol to excess (Hastings, Anderson, Cooke & Gordon, 2005;). …”

“…According to some theorists, the more often young people think about drinking, the more likely they are to consume (Krank & Kreklewetz, 2003;Krank, Wall, Lai, Wekerle, & Johnson, 2003;Hastings, Anderson, Cooke, & Gordon, 2005).…”