European longitudinal study on the relationship between adolescents’ alcohol marketing exposure and alcohol use.

Abstract

This is the first study to examine the effect of alcohol marketing exposure on adolescents’ drinking in a cross-national context. The aim was to examine reciprocal processes between exposure to a wide range of alcohol marketing types and adolescent drinking, controlled for non-alcohol branded media exposure. School-based sample in 181 state-funded schools in Germany, Italy, Netherlands, Poland. A total of 9075 eligible respondents participated in the survey (mean age 14 years, 49.5% male. Adolescents reported their frequency of past-month drinking and binge drinking. Alcohol marketing exposure was measured by a latent variable with 13 items measuring exposure to online alcohol marketing, televised alcohol advertising, alcohol sport sponsorship, music event/festival sponsorship, ownership alcohol-branded promotional items, reception of free samples and exposure to price offers. Confounders were age, gender, education, country, internet use, exposure to non-alcohol sponsored football championships and television programmes without alcohol commercials. Conclusions: There appears to be a one-way effect of alcohol marketing exposure on adolescents’ alcohol use over time, which cannot be explained by either previous drinking or exposure to non-alcohol-branded marketing