NCJ Number
169900
Date Published
1991
Length
23 pages
Annotation
The effects of alcohol advertising on youth were examined by means of a review of research conducted since 1975.
Abstract
Studies were identified through (1) library literature research and (2) interviews with public interest groups, industry organizations, government agencies, and research groups. Results revealed that children who viewed a television program with alcohol scenes were more likely to choose an alcoholic beverage as an appropriate drink for adults than were children not exposed to alcohol on television. Viewing alcohol advertising was also associated with increased drinking behavior during adolescence, including heavy drinking, problem drinking, and hazardous drinking. Youth may also be influenced by celebrity endorsements and young models. In contrast, studies that focus on adults often reveal no effects of alcohol advertisements and adult drinking behavior. These studies are often used to counter allegations that alcohol advertising affects youth attitudes and behavior. However, these studies do not permit conclusions about the effect of alcohol advertisements on youth. Similarly, experimental studies on adults, case studies of alcohol advertising bans and restrictions, and econometric analyses of advertising expenditures and alcohol sales volume do not produce reliable information about youth drinking. Index and annotated bibliography listing 65 references