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Underage Youths Drink More Alcohol When 'Flooded' by Ads US researchers warn	By Tudor Raiciu, World and Health News Editor 3rd of January 2006, 12:32 GMT Adjust text size:


A new study carried out by a team of researchers at the University of Connecticut and published in January issue of Archives of Pediatrics & Adolescent Medicine showed that young people who view more alcohol advertisements tend to drink more alcohol. This finding is contrary to the theory which says that advertising is unrelated to youth drinking amounts. "The results also contradict claims that advertising is unrelated to youth drinking amounts: that advertising at best causes brand switching, only affects those older than the legal drinking age or is effectively countered by current educational efforts. Alcohol advertising was a contributing factor to youth drinking quantities over time," the study authors said. Leslie B. Snyder and her colleagues interviewed youths with ages ranging from 15 to 26 years between 1999 and 2001. The first wave consisted of 1,872 young people, the second 1,173, and the third and fourth 787 and 588 respectively. Young adults who reported viewing more alcohol advertisements on average also reported drinking more alcohol on average, each additional advertisement viewed per month increased the number of drinks consumed by 1 percent. The same percentage increase applied to underage drinkers (those younger than age 21) as well. Researchers also analyzed the money invested by producers in advertising. They noticed that for each dollar spent on ads, young people drank 3 percent more per month.

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