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March 15, 2019
by
Lauren Eads
British teenagers with a heightened awareness of alcohol marketing are more likely to become "higher-risk" drinkers, a study published in the online journal BMJ Open concluded.
The study, published in the journal BMJ Open, has collected data on nearly 3,400 11-19 year olds from England and Scotland.
Three-quarters (76%) were under 18 and therefore were not legally allowed to purchase alcohol, but about half (48%) were current drinkers, 44% of whom were considered "high risk" drinkers.
Young people with great knowledge of alcohol marketing, who might remember seeing more than 54 examples last month, would be likely to drink more, the study revealed.
TV commercials, celebrity endorsements, and special offers were the most common sources of marketing awareness. More than a third of those surveyed said they noticed marketing through these channels at least once a week.
Nearly one-fifth (17%) of young people ages 11 to 19 have products containing branded alcohol.
The researchers said the results support measures to reduce youth exposure to the marketing of alcohol-based products on television, social media and sponsorship.
"Alcohol marketing is more than advertising, it exists in many different forms – more commonly known as the marketing mix – and we found that it was reflected in what the young people recalled," he said. Dr. Nathan Critchlow, senior author of the University of Stirling.
"While alcohol use may be influenced by a variety of factors, we found that the link between alcohol marketing, increased consumption, and higher risk drinking among current drinkers, even after controlling for various factors. demographics and sources of confusion, such as parents and peers drinking.
"This was also true for the badociation between brand name possession and susceptibility among never-drinkers."
The authors noted that the research showed only a link between knowledge of alcohol marketing and consumption habits, and did not prove the cause and effect.
The study concludes, "The results show that the 360 ° marketing strategies have opened several avenues for young people to be exposed to or involved in alcohol marketing, which is badociated with consumption and consumption at home. highest risk of susceptibility in ever drinkers. "
"We need to deepen the examination and review of the UK's self-regulatory approach and viable alternatives to identify realistic, appropriate and effective ways to reduce the risk of harm." exposure of young people to marketing activities ".
The research used data from the 2017 YouGov Youth Alcohol Policy Survey and was funded by Cancer Research UK.
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