The impact of alcohol marketing on youth drinking behaviour: a two-stage cohort study.
OBJECTIVE
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.
Gordon
Ross
R
Institute for Social Marketing, Division of Marketing, University of Stirling, Stirlingshire, UK. r.gordon@open.ac.uk
MacKintosh
Anne Marie
AM
Moodie
Crawford
C
D000293:Adolescent; D000294:Adolescent Behavior / Q000523:psychology*; D000428:Alcohol Drinking / Q000191:economics* / Q000453:epidemiology / Q000523:psychology*; D000434:Alcoholic Beverages / Q000191:economics*; D002648:Child; D015331:Cohort Studies; D005260:Female; D005500:Follow-Up Studies; D006801:Humans; D008297:Male; D040541:Marketing / Q000191:economics* / Q000639:trends; D011795:Surveys and Questionnaires