TY - JOUR
T1 - The impact of alcohol marketing on youth drinking behaviour
T2 - A two-stage cohort study
AU - Gordon, Ross
AU - Mackintosh, Anne Marie
AU - Moodie, Crawford
PY - 2010/9
Y1 - 2010/9
N2 - Aim: To examine whether awareness of, and involvement with alcohol marketing at age 13 is predictive of initiation of drinking, frequency of drinking and units of alcohol consumed at age 15. Methods: A two-stage cohort study, involving a questionnaire survey, combining interview and self-completion, was administered in respondents homes. Respondents were drawn from secondary schools in three adjoining local authority areas in the West of Scotland, UK. From a baseline sample of 920 teenagers (aged 12-14, mean age 13), in 2006, a cohort of 552 was followed up 2 years later (aged 14-16, mean age 15). Data were gathered on multiple forms of alcohol marketing and measures of drinking initiation, frequency and consumption. Results: At follow-up, logistic regression demonstrated that, after controlling for confounding variables, involvement with alcohol marketing at baseline was predictive of both uptake of drinking and increased frequency of drinking. Awareness of marketing at baseline was also associated with an increased frequency of drinking at follow-up. Conclusions: Our findings demonstrate an association between involvement with, and awareness of, alcohol marketing and drinking uptake or increased drinking frequency, and we consider whether the current regulatory environment affords youth sufficient protection from alcohol marketing.
AB - Aim: To examine whether awareness of, and involvement with alcohol marketing at age 13 is predictive of initiation of drinking, frequency of drinking and units of alcohol consumed at age 15. Methods: A two-stage cohort study, involving a questionnaire survey, combining interview and self-completion, was administered in respondents homes. Respondents were drawn from secondary schools in three adjoining local authority areas in the West of Scotland, UK. From a baseline sample of 920 teenagers (aged 12-14, mean age 13), in 2006, a cohort of 552 was followed up 2 years later (aged 14-16, mean age 15). Data were gathered on multiple forms of alcohol marketing and measures of drinking initiation, frequency and consumption. Results: At follow-up, logistic regression demonstrated that, after controlling for confounding variables, involvement with alcohol marketing at baseline was predictive of both uptake of drinking and increased frequency of drinking. Awareness of marketing at baseline was also associated with an increased frequency of drinking at follow-up. Conclusions: Our findings demonstrate an association between involvement with, and awareness of, alcohol marketing and drinking uptake or increased drinking frequency, and we consider whether the current regulatory environment affords youth sufficient protection from alcohol marketing.
UR - http://www.scopus.com/inward/record.url?scp=77956275985&partnerID=8YFLogxK
U2 - 10.1093/alcalc/agq047
DO - 10.1093/alcalc/agq047
M3 - Article
C2 - 20739441
AN - SCOPUS:77956275985
SN - 0735-0414
VL - 45
SP - 470
EP - 480
JO - Alcohol and Alcoholism
JF - Alcohol and Alcoholism
IS - 5
M1 - agq047
ER -