Receptivity to Alcohol Marketing Predicts Initiation of Alcohol Use

Abstract

Purpose: This longitudinal study examined the influence of alcohol advertising and promotions on the initiation of alcohol use. A measure of receptivity to alcohol marketing was developed from research about tobacco marketing. Recall and recognition of alcohol brand names were also examined. Methods: Data were obtained from in-class surveys of sixth, seventh, and eighth graders at baseline and 12-month follow-up. Participants who were classified as never drinkers at baseline (n ϭ 1,080) comprised the analysis sample. Logistic regression models examined the association of advertising receptivity at baseline with any alcohol use and current drinking at follow-up, adjusting for multiple risk factors, including peer alcohol use, school performance, risk taking, and demographics. Results: At baseline, 29% of never drinkers either owned or wanted to use an alcohol branded promotional item (high receptivity), 12% students named the brand of their favorite alcohol ad (moderate receptivity), and 59% were not receptive to alcohol marketing. Approximately 29% of adolescents reported any alcohol use at follow-up; 13% reported drinking at least 1 or 2 days in the past month. Never drinkers who reported high receptivity to alcohol marketing at baseline were 77% more likely to initiate drinking by follow-up than those were not receptive. Smaller increases in the odds of alcohol use at follow-up were associated with better recall and recognition of alcohol brand names at baseline. Conclusions: Alcohol advertising and promotions are associated with the uptake of drinking. Prevention programs may reduce adolescents' receptivity to alcohol marketing by limiting their exposure to alcohol ads and promotions and by increasing their skepticism about the sponsors' marketing tactics.

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.…”

Exposure to Alcohol Advertisements and Teenage Alcohol-Related Problems

“…5,15 It was anticipated that adolescents who like alcohol advertisements will be more likely to elaborate on the content of the ads (eg, imagine themselves in the scene), and as a result, they will be more likely to be persuaded to try the product. 16,17 Studies on copy testing by advertisers have shown that liking of advertisements is predictive of sales for consumer products. 18 In addition, drinking among adolescents and young adults is associated with desirability and identification with characters in alcohol ads 5 and with liking of alcohol ads.…”

Alcohol-Branded Merchandise Ownership and Drinking

“…A review of alcohol advertising effects identified 7 studies, none of which included ABM. 4 A subsequent review of 13 longitudinal studies 5 included 2 that focused specifically on ABM 20,21 and 2 that included ABM ownership among a wider range of alcohol marketing exposures. 22,23 The authors concluded that 12 of the 13 studies showed that exposure to alcohol marketing predicts drinking initiation and increased levels of consumption.…”