The Panel's opinion states that marketing communication is only one aspect of the determinants of alcohol consumption and alcohol-related harm, and that it can be difficult to separate the influence of one aspect from another. The scientific team was informed of one of the first experimental studies linking the portrayal of alcohol on television and actual drinking (Engels et al. 2009).
The impact of overall alcohol advertising on alcohol use
The study has been criticized for reducing the study population (from 1,872 at wave one to 588 at wave four) and for confusing correlation with causation (Schultz 2006; Smart 2006). Twenty percent of youth in the 75th percentile of alcohol marketing exposure in Grade 6 reported drinking beer in the past year in Grade 7, compared to 13% in the 25th percentile.
Brand recognition, recall and receptivity
Each additional dollar per capita spent on alcohol advertising increased the number of drinks consumed in the previous month by 2.8%. However, attrition was greatest in the heaviest drinking segment of the sample, suggesting an underestimation of the findings, and although the study provided associational, prospective evidence of the effects of alcohol advertising on youth drinking, it addressed limitations of other research, particularly the unreliability of self-reported exposure measurement (Snyder &
TV advertisements
Seventeen percent reported drinking beer in the past year in grade 7. Twenty percent of youth in the 75th percentile of exposure to alcohol marketing in grade 6 reported drinking beer in the past year in grade 7, compared to 13 % at the 25th percentile. 2005) studied the impact of exposure to various forms of alcohol advertising on initiation of alcohol use and frequency of drinking among existing drinkers, and whether exposure to a prevention program moderated any such relationship among US adolescents aged 12 to 13 years old. Forty-eight percent of the 1206 Grade 7 non-drinkers consumed alcohol during the past year in Grade 9.
TV and video exposure
2005) studied the impact of exposure to various forms of alcohol advertising on initiation of alcohol use and frequency of drinking among existing drinkers, and whether exposure to a prevention program moderated any such relationship among US adolescents aged 12 to 13 years old. Bivariate analyzes found a significant influence of television beer advertising on drinking initiation (OR=1.25, p<0.05), but no significant association was found when controlling for major confounders, including exposure to all types of different advertising and the impact of the prevention program.
Alcohol use in motion pictures
Hanewinkel & Sargent (2008) studied the impact of exposure to alcohol use in movies on the initiation of alcohol use among 3432 German 10-16 year olds who had never previously drunk alcohol. In the impact study, alcohol consumption watched in movies averaged 31 minutes at baseline, 34 minutes at 8-month follow-up, and 30 minutes at 16-month follow-up.
Radio
Film exposure to alcohol at baseline significantly predicted alcohol use at 8 months (coefficient =0.1), film exposure to alcohol between baseline and 8 months did not predict alcohol use at 8 months (coefficient =-0.03), but it did predict problems with to alcohol at 16 months (coefficient=0.13). Alcohol use consistently predicted alcohol problems (such as problems with school, family, or criminal involvement), and there were significant indirect and independent effects of film exposure at baseline, 8, and 16 months on alcohol problems at 24 months.
Beer concession stands
Two studies, both in the United States, examined the effect of magazine advertising on alcohol consumption. 2005) found a significant bivariate association between the impact of exposure to magazines with alcohol advertisements and initiation of drinking (OR= 1.27, p<0.05) and frequency of drinking (coefficient = 0.21, p<0.05). After controlling for the main confounding factors, including exposure to all different types of advertising and the impact of the prevention program, the association with initiation of drinking was no longer significant (OR=1.12, p>0.05), but frequency of drinking was (coefficient = 0, 10, p<0.05).
In store displays
Ownership of alcohol branded merchandise
After controlling for major confounders, including exposure to all different types of advertising and the impact of the prevention program, the association with drinking initiation was no longer significant (OR=1.12, p>0.05), but drinking frequency was ( coefficient = 0.10, p< conducted a non-randomized, prospective cohort study to investigate the influence of ownership, or willingness to use, of an alcohol promotional item on initiation of alcohol use and binge drinking (5 or more alcoholic drinks per at least a few hours once during the past year).Using the same cohort as Wills et al., 2008) studied the influence of alcohol brand merchandise (ABM) ownership on initiation of alcohol use and binge drinking.
Outdoor advertisements
Smith & Foxcroft (2009) concluded: “The data from these studies suggest that exposure to alcohol advertising in young people influences their subsequent drinking behavior. “Available evidence suggests that price promotions increase binge drinking and that exposure to point-of-sale advertising predicts the onset of alcohol use among young people.
Theoretical basis
It is certainly plausible that advertising would have an effect on the consumer behavior of young people, as has been shown for the marketing of tobacco and food.” The authors further noted: “Inferences about the modest effect sizes found are limited by the potential influence of residual or unmeasured confounding.”. Consistent with this, evidence suggests that exposure to interventions such as TV, music videos and billboards, which contain alcohol advertisements, predicts the onset of alcohol use among young people and increases in alcohol consumption." 2009) concludes: “Longitudinal studies consistently suggest that exposure to media and commercial communication about alcohol is associated with the likelihood that adolescents will drink alcohol, and with increased alcohol use among baseline drinkers. Based on the strength of this association, we conclude that alcohol advertising and promotion increase the likelihood that adolescents will use alcohol, and drink more if they use alcohol at all.”
Six potential influences on the conclusions, validity, and power of these findings are discussed below.
Experimental studies
While the bivariate analyzes showed significant relationships between exposure to the individual marketing strategies and alcohol use, it is not surprising that multivariate analyses, which controlled not only for psychosocial confounders but also for exposure to all other marketing strategies, found fewer individual marketing strategies with significant relationships with alcohol consumption. This study was unusual in analyzing the joint effect of exposure to all six marketing exposures, the impact of which was found to be highly significant (p<0.001). It is possible that younger students do not admit to drinking, which would have led to an underestimation of the impact of advertising.
Third, most studies do not pay attention to the content of marketing communication and its quality.
Dose response relationship
For example, Ellickson et al. 2005) found significant effects for all five marketing exposures examined in bivariate analyses, which reduced to two (beer concession stands and television viewing) in multivariate analyses, which also controlled for the effect of a prevention program. 2007) found significant bivariate associations for all six marketing exposures examined, reducing to two (TV commercials and beer advertorials) in multivariate analyses. Thus, only one part of marketing has been studied, which perhaps makes the relatively small effect recorded across the studies all the more significant. 16 . eel. 2005) of the three studies that measured the effect of exposure on drinking maintenance among baseline drinkers included an interval-level exposure measure, one of which (Ellickson et al. 2005) found a dose-response relationship with the frequency of drinking. Van den Bulck & Beullens 2005; Snyder et al. 2006; Sargent et al. 2006; Pasch et al. 2007) on alcohol consumption of the total sample of non-drinkers and drinkers at baseline included an interval-level exposure measure, and all studies found a dose-response relationship.
For example, in the study by Stacy et al. 2004), each standard deviation increase in alcohol advertising exposure was associated with a 44% increase in odds of drinking beer, a 34%. increase in odds of drinking wine/liquor, and a 26% increase in odds of consuming 3 or more drinks on one occasion during the previous 30 days; in the study by Snyder et al. 2006) of US individuals aged 15 to 26, for each additional ad seen, the number of drinks consumed increased by 1%, and for each additional dollar spent per capita on alcohol advertising, the number of drinks consumed increased by 1%. consumption increased by 3%; in the study by Collins et al. 2007), youth in the 75th percentile of alcohol marketing exposure at 6th grade were 50% more likely to think by 7th grade than youth in the 25th percentile; finally, in the study by Pasch et al. 2007), the greater the exposure to outdoor advertising near schools, the greater the intention to drink (although this study found no impact on drinking behavior, the authors noted that this may be due to a lack of statistical power ).
Longitudinal studies and time period
16. al. 2005) of the three studies that measured the effect of exposure on drinking maintenance among heavy drinkers included an interval-level exposure measure, one of which (Ellickson et al. 2005) found a dose–response relationship with drinking frequency.
Confounders
Predictors of initiation of alcohol use among US youth Findings from a prospective cohort study Arch Pediatr Adolesc Med. This study examined the influence of alcohol advertising and promotions on the initiation of alcohol use. Self-report of frequency of exposure to alcohol advertisements Memory-based cued recall of alcohol advertisements Draw-an-event memory test.
Investigating the relationship between exposure to different forms of alcohol advertising and subsequent alcohol use among adolescents. To prospectively examine the associations between exposure to media images of alcohol use and alcohol use in adolescents, including the onset of alcohol use. Watching television and music videos more often are risk factors for the development of alcohol use in adolescents.
Beginning of drinking alcohol (unknown to parents); binge drinking at times (≥5 drinks in a row within 2 hours). The influence of ownership of alcohol brand merchandise (ABM) on initiation of alcohol use and binge drinking.
