Alcohol Advertising and Alcohol Consumption by Adolescents

The purpose of this paper is to empirically estimate the effects of alcohol advertising on adolescent alcohol consumption. The theory of brand capital is used to explain the effects of advertising on consumption. The industry response function and the evidence from prior studies indicate that the empirical strategy should maximize the variance in the advertising data. The approach in this paper to maximizing the variance in advertising data is to employ cross sectional data. The Monitoring the Future (MTF) and the National Longitudinal Survey of Youth 1997 (NLSY97) data sets, which include only data for adolescents, are employed for the empirical work. These data sets are augmented with alcohol advertising data, originating on the market level, for five media. Use of both the MTF and the NLSY97 data sets improves the empirical analysis since each data set has its own unique advantages. The large size of the MTF makes it possible to estimate regressions with race and gender specific subsamples. The panel nature of the NLSY97 makes it possible to estimate individual fixed effects models. In addition, very similar models can be estimated with both data sets. Since the data sets are independent, the basically consistent findings increase the confidence in all the results. The results indicate that blacks participate in alcohol less than whites and their participation cannot be explained with the included variables as well as it can for whites. A comparison of male and female regressions shows that price and advertising effects are generally larger for females. Models which control for individual heterogeneity result in larger advertising effects implying that the MTF results may understate the effect of alcohol advertising. The results based on the NLSY97 suggest that a compete ban on all alcohol advertising could reduce adolescent monthly alcohol participation by about 24 percent and binge participation by about 42 percent. The past month price-participation elasticity was estimated at about -0.28 and the price-binge participation elasticity was estimated at about -0.51. Both advertising and price policies are shown to have the potential to substantially reduce adolescent alcohol consumption.

Social and Cultural Contexts of Alcohol Use: Influences in a Social-Ecological Framework.

Alcohol use and misuse account for 3.3 million deaths every year, or 6 percent of all deaths worldwide. The harmful effects of alcohol misuse are far reaching and range from individual health risks, morbidity, and mortality to consequences for family, friends, and the larger society. This article reviews a few of the cultural and social influences on alcohol use and places individual alcohol use within the contexts and environments where people live and interact. It includes a discussion of macrolevel factors, such as advertising and marketing, immigration and discrimination factors, and how neighborhoods, families, and peers influence alcohol use. Specifically, the article describes how social and cultural contexts influence alcohol use/misuse and then explores future directions for alcohol research

Prev Chronic Dis

IntroductionExcessive alcohol consumption was responsible for approximately 4,300 annual deaths in the United States among people younger than 21 from 2006 through 2010. Underage drinking cost the United States $24.6 billion in 2006. Previous studies have shown that liquor is the most common type of alcohol consumed by high school students. However, little is known about the types of liquor consumed by youth or about the mixing of alcohol with energy drinks.MethodsThe 2011 Michigan Youth Tobacco Survey was used to assess usual alcohol beverage consumption and liquor consumption and the mixing of alcohol with energy drinks by Michigan high school students. Beverage preferences were analyzed by demographic characteristics and drinking patterns.ResultsOverall, 34.2% of Michigan high school students consumed alcohol in the past month, and 20.8% reported binge drinking. Among current drinkers, liquor was the most common type of alcohol consumed (51.2%), and vodka was the most prevalent type of liquor consumed by those who drank liquor (53.0%). The prevalence of liquor consumption was similar among binge drinkers and nonbinge drinkers, but binge drinkers who drank liquor were significantly more likely than nonbinge drinkers to consume vodka and to mix alcohol with energy drinks (49.0% vs 18.2%, respectively).ConclusionsLiquor is the most common type of alcoholic beverage consumed by Michigan high school students; vodka is the most common type of liquor consumed. Mixing alcohol and energy drinks is common, particularly among binge drinkers. Community Guide strategies for reducing excessive drinking (eg, increasing alcohol taxes) can reduce underage drinking.201526564010PMC4651140793

Alcohol regulation, communication strategies and underage alcohol consumption in Spain: Implications for social marketing

Purpose. The purpose of this paper is twofold. First, it examines the communication strategies pursued by firms related to alcohol beverages in Spain during a decade with major changes in alcohol marketing regulations. Second, it analyzes the relationship between these strategies and underage alcohol consumption before and after 2007. Design/methodology/approach. Panel data methodology is implemented using data from ESTUDES national survey (average sample size 26,000 interviews, 2004-2010) and INFOADEX (nationwide advertising expenditure, 1999-2013). Findings. The results show that, under a restrictive alcohol marketing framework, firms related to alcohol beverages adapt their communication strategies: budget deviation from advertising to sponsorship. Regarding alcohol quantity and frequency models, the relationship between alcohol advertising expenditure and underage alcohol consumption after 2007 is very small but still positive and significant. However, contrary to expectations, in the case of alcohol sponsorship, the relationship between expenditure and underage alcohol consumption has not been affected by the observed budget deviation from advertising to sponsorship after 2007. Research limitations/implications. Changes in alcohol advertising and sponsorship regulation lead firms related to alcohol beverages to change their communication strategies to overcome new regulatory restrictions and to reach their target group. Overall, despite the relationships between both advertising and sponsorship expenditure and underage alcohol consumption diminish between periods, they still remain positive and significant. Closer and updated monitoring of alcohol communication strategies pursued by firm is needed to keep controlling the alcohol advertising and sponsorship exposure to under age people. Originality/value. This is a pioneer study in analyzing communication strategies within the Spanish alcohol beverages sector and in proposing a model to analyze the dynamic effect of such strategies on underage alcohol consumption

Creating intoxigenic environments: Marketing alcohol to young people in Aotearoa New Zealand

Alcohol consumption among young people in New Zealand is on the rise. Given the broad array of acute and chronic harms that arise from this trend, it is a major cause for alarm and it is imperative that we improve our knowledge of key drivers of youth drinking. Changes wrought by the neoliberal political climate of deregulation that characterised the last two decades in many countries including Aotearoa New Zealand have transformed the availability of alcohol to young people. Commercial development of youth alcohol markets has seen the emergence of new environments, cultures and practices around drinking and intoxication but the ways in which these changes are interpreted and taken up is not well understood. This paper reports findings from a qualitative research project investigating the meaning-making practices of young people in New Zealand in response to alcohol marketing. Research data included group interviews with a range of Maori and Pakeha young people at three time periods. Thematic analyses of the youth data on usages of marketing materials indicate naturalisation of tropes of alcohol intoxication. We show how marketing is used and enjoyed in youth discourses creating and maintaining what we refer to as intoxigenic social environments. The implications are considered in light of the growing exposure of young people to alcohol marketing in a discussion of strategies to manage and mitigate its impacts on behaviour and consumption

Alcohol Advertising and Advertising Bans: A Survey of Research Methods, Results, and Policy Implications

This chapter surveys the literatures on advertising bans and alcohol consumption or abuse, and advertising expenditures and alcohol consumption. Studies of state-level bans of billboards are examined as well as studies of international bans that cover broadcasting media. For expenditures, the survey concentrates on econometric methods and the existence of an industry advertising-sales response function. Selected results from survey-research studies of advertising and youth alcohol behaviors also are discussed. The chapter concludes that advertising bans do not reduce alcohol consumption or abuse; advertising expenditures do not have a market-wide expansion effect; and survey-research studies of youth behaviors are seriously incomplete as a basis for public policy. Results of the survey are applied to the Supreme Court's Central Hudson test for constitutionality of restrictions on commercial speech.

The effect of alcohol marketing on people with, or at risk of, an alcohol problem: A rapid literature review

There is a comprehensive evidence base demonstrating the relationship between alcohol marketing and underage drinking. Far less is known about the impact of alcohol marketing on other potentially vulnerable populations, such as people with, or at risk of, an alcohol problem. For the purposes of this review, this includes people with an alcohol use disorder, in recovery from an alcohol use disorder, and hazardous and harmful drinkers. This report presents findings from a rapid review that aimed to answer the following research questions: • What is the effect of alcohol marketing on drinking behaviour in adults with, or at risk of, an alcohol problem? • What are the psychological and neurological effects of alcohol marketing in adults with, or at risk of, an alcohol problem? A rapid review of primary studies was conducted with the aim of exploring the effect or potential effect of alcohol marketing on people with, or at risk of an alcohol problem, as defined above. Studies were eligible for inclusion in this review if their populations were defined within the paper as being with, or at risk of an alcohol problem, taking into account the possibility of different definitions in different settings. Studies were only included if results or outcomes were presented separately for at least one of the populations of interest. Binge drinkers were not included as a population of interest in this review. Studies covering different aspects of the ‘marketing mix’ (the four Ps of promotion, place, product, and price) were included, with the exception of alcohol outlet density, labelling and non-branded alcohol cues. Children and adolescents were excluded from the review. Quantitative and qualitative study designs were eligible for inclusion. Outcomes related to alcohol use were included, as well as psychological indicators such as awareness of or noticing marketing, appeal or perception of alcohol advertisements, alcohol craving, intentions to consume alcohol, symptoms of alcohol dependence and alcohol-related emotions and cognitions. Searches for relevant literature were conducted through three peer-reviewed electronic literature databases (from inception to November 2021), reference list scanning and citation tracking of included studies, grey literature searching of relevant websites, and enquiries through expert networks. We undertook a narrative synthesis of included papers, grouping studies together by population (participants with harmful or hazardous consumption levels of alcohol and those recovering from an alcohol use disorder) and by type of study (quantitative; qualitative). The review included 11 studies, which focused on participants recovering from an alcohol use disorder (AUD, 6 studies) and those with hazardous or harmful consumption levels of alcohol (5 studies). Seven studies used a quantitative design and four used a qualitative design. Of the quantitative studies, three were crosssectional studies and four were experimental studies. A limited number of studies have investigated the effect of alcohol advertising in harmful/hazardous drinkers. In experimental studies, one included study found no effect of adverts on actual alcohol consumption, but found that alcohol advertising could influence positive alcohol-related emotions and cognitions among heavy drinkers. Another found that individuals who exhibit greater risky alcohol use are more likely to express intentions to consume alcohol upon exposure to beer than water ads. Finally, one study found shorter reaction times in problem drinkers relative to non-problem drinkers when exposed to non-branded alcohol images in a study where participants were instructed to respond as quickly as possible to ‘go’ stimuli whilst refraining from responding to ‘no-go’ stimuli with branded and unbranded alcohol pictures as stimuli. Two cross-sectional studies highlighted the potential risks of alcohol advertising for heavy drinkers: one found that drinkers reporting symptoms of alcohol problems were more likely to notice alcohol brands in magazines and newspapers, while another found that among students, heavy drinkers perceived alcohol adverts as more appealing; however, due to the observational designs used, neither of these studies were able to make causal inferences about the effect of alcohol advertising. Similarly, a small number of quantitative studies have investigated the effects of advertising on drinkers in recovery. Only two studies were found, both of which suggest a relatively small effect of alcohol advertising in this population. One crosssectional study reported that more than three quarters of participants (77%) recalled seeing alcohol marketing in the last six months, with 24% reporting that alcohol marketing was influential. The most influential factors affecting the purchase of a specific alcohol product included price, accessibility, the brand and alcohol percent. Using an experimental design, a further study reported increased craving after exposure to alcohol advertisements and this measure showed a positive association with the number of alcohol-dependence symptoms. In absolute terms, however, craving was relatively low. In three interview studies, respondents indicated that alcohol advertisements triggered a desire to drink, particularly those which contained the participants’ preferred drink and even where the advertisements were perceived negatively. Some reported that they viewed advertisements as being responsible for their relapse. Television was cited as being a particularly powerful medium, with feelings that television intruded into their own home. One study further reported that music and party scenes were particularly troubling in terms of creating an association with good times. Participants in both studies reported negative emotions associated with viewing alcohol advertisements, including loss, lack of belonging, anger, sadness, guilt and exclusion from the norm. Participants in these studies reported needing to use strategies to avoid alcohol advertising, either through turning off and avoiding adverts or recalling the negative aspects of alcohol use. The retail environment was also identified in one further qualitative study as being challenging for drinkers in recovery. High visibility of alcohol, especially in small shops where it is harder to avoid alcohol products, and in-store advertising were identified as risks to recovery. • Taken together, the findings of the studies included in this review suggest that an effect of alcohol marketing in people with, or at risk of, an alcohol problem is likely. • Several studies report effects of alcohol marketing such as influences on positive alcohol-related emotions and cognitions and alcohol craving, which may translate into effects on alcohol consumption. There is also evidence that alcohol marketing is perceived to act as a trigger by people in recovery from alcohol problems and pose a risk to recovery. • This review demonstrates that the impact of alcohol marketing on people with or at risk of an alcohol problem should be a concern for marketing regulators and a focus for future research. • Future research should include longitudinal and experimental studies to determine whether alcohol advertisement has a causal effect on alcohol use in people with or at risk of an alcohol problems, including the differential effects between these groups and of different types of marketing

Effect of Social Media Characteristics on Perceptions of Alcohol-Branded Social Media Content

Background: Alcohol advertising has recently expanded onto social networking sites (SNSs), which allows users to interact with alcohol ads through user engagement features (e.g. Likes or Shares) and user-generated comments. Few studies have evaluated alcohol advertising on SNSs or investigated how ad interactivity may influence ad perceptions. Two inter-related studies were conducted to answer these questions. Methods: In Study 1, alcohol advertising posted on Facebook by Budweiser and Bud Light were evaluated for compliance with a self-regulated alcohol advertising code and for thematic content. User-generated comments written in response to these ads were also evaluated. The results of this study were used to inform Study 2, a 2(within) x 2(between) x 2(between) factorial randomized trial. Participants (n=120) viewed four pre-selected Facebook ads, of which two were compliant and two were non-compliant with a self-regulated alcohol advertising code. Participants also viewed real-world high or low user engagement values and real-world pro- or anti-drinking user-generated comments. Ad appeal, drinking intentions, and individual user engagement were measured after viewing each ad. The results were analyzed using hierarchical linear models. Results: In Study 1, 82% of the ads contained 1 or more violations of a self-regulated alcohol advertising code, and 78% of the ads contained one or more content areas previously associated with code violations. Forty-seven percent of the user-generated comments were positive towards the product or drinking. In Study 2, ads non-compliant with a self-regulated alcohol advertising code scored higher on emotional appeal (p=0.004) while compliant ads scored higher on informational (p\u3c0.001) and source appeal (p=0.034). Pro-drinking user-generated comments significantly increased drinking intentions and individual user engagement. Discussion: Self-regulation has failed to prevent potentially harmful content from appearing in Budweiser and Bud Light advertising posted on Facebook. Non-compliance with existing self-regulated alcohol advertising codes was associated with increased emotional appeal, which may result in the ads being remembered more often and recalled more swiftly. Pro-drinking user-generated comments were associated with increased drinking intentions and increased individual user engagement, both of which are associated with increased alcohol consumption. New regulations may be needed to limit alcohol ad content and the influence of user-generated comments