Impact of Alcohol Advertising and Media Exposure on Adolescent Alcohol Use: A Systematic Review of Longitudinal Studies

Abstract

Longitudinal studies consistently suggest that exposure to media and commercial communications on alcohol is associated with the likelihood that adolescents will start to drink alcohol, and with increased drinking amongst baseline drinkers. Based on the strength of this association, the consistency of findings across numerous observational studies, temporality of exposure and drinking behaviours observed, dose-response relationships, as well as the theoretical plausibility regarding the impact of media exposure and commercial communications, we conclude that alcohol advertising and promotion increases the likelihood that adolescents will start to use alcohol, and to drink more if they are already using alcohol.

Developing a social practice-based typology of British drinking culture in 2009-2011: implications for alcohol policy analysis

“…This can be seen in alcohol advertising research, which often posits a dose–response relationship whereby increased exposure to the advertising produced by multi‐national corporations generates increased harmful behaviour by directly influencing individual decision‐making, particularly among vulnerable populations 36. A practice perspective would argue instead that advertising situates products within practices and aims to develop, reinforce or evolve links between the materials, competences and meanings comprising those practices.…”

Adolescents’ exposure to tobacco and alcohol content in YouTube music videos

“…Although there was no direct endorsement of tobacco brands, their presence in music videos is arguably entirely unnecessary and illegal under the 2002 Act 50. In light of consistent evidence, including longitudinal studies, that exposure to tobacco 16, 18, 52 and alcohol 10, 11, 12, 13, 53 promotion and advertising encourages the uptake of smoking and alcohol use in adolescents, our concern is that young people will emulate these smoking and drinking behaviours and therefore that music videos containing alcohol and tobacco content should be restricted. Tobacco and alcohol marketing opportunities should be controlled more tightly in social and user‐generated media, and official music video makers and distributors should be proactive in working towards this goal.…”

“…There is now strong evidence that adolescent exposure to paid‐for advertising and other alcohol or tobacco media imagery in the media increase subsequent alcohol 10, 11, 12, 13, 14, 15 and tobacco use 16, 17, 18, 19, 20, 21. Media exposure includes films and television programmes, in which both tobacco 22, 23, 24, 25, 26 and alcohol 13, 26, 27, 28, 29, 30, 31 imagery are common.…”

Neighborhood Disadvantage, High Alcohol Content Beverage Consumption, Drinking Norms, and Drinking Consequences: A Mediation Analysis

“…Studies have found that alcohol outlet density is associated with increased alcohol consumption and drinking problems or consequences, [13][14][15] and other studies have shown that alcohol advertising is associated with more positive attitudes regarding drinking, drinking initiation at younger ages, brand preference, and alcohol consumption. [16][17][18][19][20] Several studies have investigated the effects of neighborhood disadvantage on substance use, but findings have been mixed. 21 Some studies have found that neighborhood disadvantage is associated with increased alcohol consumption, heavy drinking, 22,23 and drinking consequences.…”