Abstract
Aims: Alcohol advertisement has been indicated as an important factor shaping youngster’s decision to drink. This study aims to investigate the association between alcohol ads with drinking intention and behaviors among adolescents in Taiwan. Methods: The data were derived from the Alcohol-Related Experiences among Children II. The baseline sample comprised 1926 7th to 8th graders from 11 public middle schools in Taipei by multi-stage sampling; follow-up was conducted in 9th grade (follow-up rate =97%). Data concerning sociodemographic and family characteristics, exposure to alcohol ads on eight marketing channels, and drinking experiences were collected by web-based self-administratedquestionnnaires. Complex survey analyseswere used to evaluate the predictors for drinking behaviors in 9th grade, with stratification by prior drinking experiences in childhood. Results: Approximately 45% students had tried alcoholic beverages at least once in 7th grade. Annual incidence of alcohol initiation was estimated 18%. 90% of adolescents were exposed to alcohol ads on television in 7th grade, and the estimates for pamphlets andwebsite was 27% and 68%, respectively. After statistical adjustment for potential confounders at baseline, exposure to alcohol ads on pamphlets, television, website, and stores was significantly linkedwith subsequent alcohol initiation (aOR=1.3–3.4); continued drinking was only linked with pamphlet ads (aOR=1.2). Website alcohol ads exposure may increase future drinking intention in noncurrent drinkers by 46–50%. Conclusions: Our results demonstrate that alcohol advertisement on marketing channels may have differential effects on youngsters’ involvement of drinking behaviors and intention through early adolescence. Preventive strategies targeting underage drinking should consider restrain marketing channels from certain advertising content (e.g., website). Financial support: This work was supported by the Ministry of Science and Technology to Chen, C.
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