Abstract
PurposeThis paper aims to investigate relationships between reported alcohol consumption and exposure to alcohol advertising.Design/methodology/approachA survey of young people (17‐21 years) was carried out in which they were questioned about their alcohol consumption habits, types of alcohol they consume, exposure to alcohol advertising, and a range of other factors linked to drinking (e.g. parental and peer groups alcohol‐related behavior and attitudes). General alcohol consumption was measured within three time‐frames: own lifetime, past year and past month.FindingsThe results showed no significant relationships between exposure to any type of alcohol advertising (cinema, magazine, TV) and general alcohol consumption. Exposure to televised advertising for alcopops and for cider in each case emerged as a significant predictor of consumption of each of those types of alcohol. While there was no evidence that alcohol advertising plays a significant role in shaping general alcohol consumption among young people, it does seem to play a part in driving consumption of certain types of alcoholic beverage.Research limitations/implicationsSelf‐completion questionnaires were used and the sample was based in central east England.Practical implicationsThe results can inform current debates about the role of advertising in young people's drinking.Originality/valueA wider range of alcohol‐related consumption and alcohol advertising exposure behaviors was examined in this study than in most other published surveys that have investigated relationships between these classes of variables.
Highlights
There is growing concern about alcohol consumption among young people
The growth of excessive alcohol consumption, where drinking large quantities becomes an end in itself, is a worrying trend. This type of alcohol consumption is often associated with outbreaks of antisocial behaviour among young people and can have serious and damaging health consequences for those who allow their drinking to excess to continue over extended periods of time (Wyllie, Millard & Zhang, 1996; Richardson & Budd, 2003; Matthews, Shepherd & Sivarajasingham, 2006)
The findings suggested that exposure to alcohol advertising could produce favourable opinions about alcohol among young people and that this may in turn increase their likelihood of future consumption (Unger, Schuster, Zogg, Dent & Stacy, 2003)
Summary
There is growing concern about alcohol consumption among young people. The growth of excessive alcohol consumption, where drinking large quantities becomes an end in itself, is a worrying trend. This type of alcohol consumption is often associated with outbreaks of antisocial behaviour among young people and can have serious and damaging health consequences for those who allow their drinking to excess to continue over extended periods of time (Wyllie, Millard & Zhang, 1996; Richardson & Budd, 2003; Matthews, Shepherd & Sivarajasingham, 2006). Drunkenness occurs across all age groups, it is most commonplace among young people in their mid to late teens (Alcohol Concern, 2003)
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