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Ffects Of Alcohol Advertising On Underage Drinking

Whether young people are directly targeted by alcohol advertisers or not, they are exposed to alcohol advertising on television, in print media, and on radio. A first question to be answered through rigorous research, therefore, is whether alcohol advertising does have an impact on alcohol consumption amongst young people.
Alcohol and Youth
Alcohol consumption remains a major public health problem among youth. About 81 percent of high school students drink alcohol, and 31 percent of high school students “binge drink” (consume at least five alcoholic beverages in a single sitting) at least once each month.1

This consumption translates into significant morbidity and mortality. Motor vehicle accidents are the number one cause of death among those younger than 25 years old, and over 40 percent of these accidents are alcohol-related.2 The second and third leading causes of death in this age group are homicides and suicides, 20 percent to 40 percent of which involve alcohol.3 Overall, alcohol is the third leading cause of death among Americans,4 and it represents a financial burden on the United States of about $185 billion each year.5

In spite of awareness of these dangers, drinking among 15-year-olds has increased from 27 percent to 36 percent since 1975.1 This is particularly worrisome in view of the fact that youth who begin drinking at age 15 are four times more likely to become alcoholics than youth who begin drinking at age 21.6

A growing body of literature shows that alcohol advertising is an important factor related to alcohol consumption among youth. Research has now established that alcohol advertisements target youth, result in increased alcohol consumption, and add to morbidity and mortality.
Exposure to Alcohol Advertising
America’s youth are overwhelmed with mass media messages. Before graduating high school, students will spend about 18,000 hours in front of the television—more time than they will spend in school.7 During this time they will...