Archive for January, 2015

Risk of Teenage Binge Drinking Heightened by TV Alcohol Ads Exposure

A new study warns parents about exposing their adolescent kids to TV advertisements, because they might acquire a bad habit in the future.

exposure tv alcohol ads teenage binge drinkingThe study, conducted by researchers from the Geisel School of Medicine at Dartmouth, involved a survey through telephone and online channels between 2011 and 2013. More than 2,500 participants between the ages of 15 and 23 were asked to recall a television advertisement of any alcohol product from 2010 to 2011. The survey data were cross-referenced with the drinking habits of the participants.

Results showed that teenagers and young adults who were exposed to alcohol ads on TV were more likely to engage in binge drinking and other forms of dangerous alcohol consumption. The percentage of survey participants who had seen TV alcohol ads were 23.4% for ages 15-17, 22.7% for 18-20 age, and 25.6% for those aged 21-23. Binge drinking for all age groups accounted for 29 percent of the survey population.

Because of the results arising from the study, the researchers believe that the current efforts to hinder underage drinking and lawless alcohol intake are not effective. “Our study found that familiarity with and response to images of television alcohol marketing was associated with the subsequent onset of drinking across a range of outcomes of varying severity among adolescents and young adults, adding to studies suggesting that alcohol advertising is one cause of youth drinking,” said the study proponents as published in a news report. “Current self-regulatory standards for televised alcohol advertising appear to inadequately protect underage youth from exposure to televised alcohol advertising and its probable effect on behavior.”

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