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The effect of alcohol advertising, marketing and portrayal on drinking behaviour in young people: systematic review of prospective cohort studies. Smith L, Foxcroft D
BMC Public Health 2009, 9:51 (6 February 2009)
From Conclusions: The data from these studies suggest that exposure to alcohol advertising in young people influences their subsequent drinking behaviour. The effect was consistent across studies, a temporal relationship between exposure and drinking initiation was shown, and a dose response between amount of exposure and frequency of drinking was clearly demonstrated in three studies [17, 20, 21]. It is certainly plausible that advertising would have an effect on youth consumer behaviour, as has been shown for tobacco [61] and food marketing [62].
Does this systematic review provide evidence that limiting alcohol advertising will have an impact on
alcohol consumption amongst young people? Not directly: as we noted earlier we can not rule out that the effects demonstrated in these studies is due to residual confounding. Counter-advertising [30], social marketing techniques [63] or other prevention options such as parenting programmes [64], price increases and limiting availability may offer more potential to limit alcohol problems in young people. Nonetheless, we now have stronger empirical evidence to inform the policy debate on the impact of alcohol advertising on young people, and policy groups may wish to revise or strengthen their policy recommendations in the light of this stronger evidence [1, 9]. Medical News Today, 2/8/09 Deutsche Webseite: Forschung, Jugend, Top News