title: Alcohol marketing, drunkenness, and problem drinking among Zambian youth: findings from the 2004 Global School-Based Student Health Survey.
abstract: This study examines the associations between alcohol marketing strategies, alcohol education including knowledge about dangers of alcohol and refusal of alcohol, and drinking prevalence, problem drinking, and drunkenness. Analyses are based on the Global School-Based Student Health Survey (GSHS) conducted in Zambia (2004) of students primarily 11 to 16 years of age (N = 2257). Four statistical models were computed to test the associations between alcohol marketing and education and alcohol use, while controlling for possible confounding factors. Alcohol marketing, specifically through providing free alcohol through a company representative, was associated with drunkenness (AOR = 1.49; 95% CI: 1.09-2.02) and problem drinking (AOR = 1.41; 95% CI: 1.06-1.87) among youth after controlling for demographic characteristics, risky behaviors, and alcohol education. However, alcohol education was not associated with drunkenness or problem drinking. These findings underscore the importance of restricting alcohol marketing practices as an important policy strategy for reducing alcohol use and its dire consequences among vulnerable youth.
authors.affiliation: Institute of Public Health, Georgia State University, P.O. Box 3995, Atlanta, GA 30302-3995, USA. mswahn@gsu.edu
authors.forename: Monica H
authors.initials: MH
authors.lastname: Swahn
authors.forename: Bina
authors.initials: B
authors.lastname: Ali
authors.forename: Jane B
authors.initials: JB
authors.lastname: Palmier
authors.forename: George
authors.initials: G
authors.lastname: Sikazwe
authors.forename: John
authors.initials: J
authors.lastname: Mayeya
mesh_terms: D000293:Adolescent; D000294:Adolescent Behavior / Q000523:psychology*; D000428:Alcohol Drinking / Q000453:epidemiology*; D000435:Alcoholic Intoxication / Q000453:epidemiology*; D000704:Analysis of Variance; D002648:Child; D005260:Female; D006266:Health Education; D006306:Health Surveys; D006801:Humans; D016015:Logistic Models; D008297:Male; D040541:Marketing; D015999:Multivariate Analysis; D011795:Surveys and Questionnaires; D015024:Zambia / Q000453:epidemiology