Seventh graders who are exposed to alcohol ads on TV, and
who say they like the ads, may experience more severe problems related to
drinking alcohol later in their adolescence, according to a study in the
February 2013 issue of Pediatrics, “Exposure to Alcohol Advertisements and Teenage Alcohol-Related Problems” (published online Jan. 28). The researchers
surveyed nearly 4,000 seventh graders, then followed up with the same students
in eighth, ninth and 10th grades (though the size of the group
participating decreased each year). The participants were assessed for the
following: exposure to certain television programs during which alcohol ads
appeared; recognition and recall of the ads and products; how much they liked
the alcohol ads shown on TV; frequency and amount of their own alcohol use; and
problems associated with alcohol use, such as trouble with homework or getting
into fights. The researchers also assessed the students for other factors that
may influence teens’ use of alcohol, such as parents’ education, whether or not
they play sports, and knowing peers or adults who drink. Exposure to advertising
was found to have a significant correlation with alcohol use, particularly among
girls. Liking the ads was connected with alcohol-related problems, particularly
in boys. For both boys and girls, the more they were exposed to the ads and
liked them, the more their alcohol use grew from seventh to 10th
grade. On the basis of these findings and a growing
number of findings in the literature, the authors conclude that exposure to
alcohol ads on TV may influence alcohol use and alcohol-related problems among
adolescents. They recommend media education and limiting exposure of youth to
alcohol ads as part of prevention
strategies.
Editor’s Note: A related study, “Physician Advice to
Adolescents About Drinking and Other Health Behaviors,” will be published in
Pediatrics online Jan.
28.
The American Academy of Pediatrics is an organization of 60,000
primary care pediatricians, pediatric medical subspecialists and
pediatric surgical specialists dedicated to the health, safety and
well-being of infants, children, adolescents and young adults. (www.aap.org)
