title: Does Industry-Driven Alcohol Marketing Influence Adolescent Drinking Behaviour? A Systematic Review.
abstract: OBJECTIVE
  To systematically review evidence on the influence of specific marketing components (Price, Promotion, Product attributes and Place of sale/availability) on key drinking outcomes (initiation, continuation, frequency and intensity) in young people aged 9-17.
  
  
  METHODS
  MEDLINE, EMBASE, SCOPUS, PsychINFO, CINAHL and ProQuest were searched from inception to July 2015, supplemented with searches of Google Scholar, hand searches of key journals and backward and forward citation searches of reference lists of identified papers.
  
  
  RESULTS
  Forty-eight papers covering 35 unique studies met inclusion criteria. Authors tended to report that greater exposure to alcohol marketing impacted on drinking initiation, continuation, frequency and intensity during adolescence. Nevertheless, 23 (66%) studies reported null results or negative associations, often in combination with positive associations, resulting in mixed findings within and across studies. Heterogeneity in study design, content and outcomes prevented estimation of effect sizes or exploration of variation between countries or age subgroups. The strength of the evidence base differed according to type of marketing exposure and drinking outcome studied, with support for an association between alcohol promotion (mainly advertising) and drinking outcomes in adolescence, whilst only two studies examined the relationship between alcohol price and the drinking behaviour of those under the age of 18.
  
  
  CONCLUSIONS
  Despite the volume of work, evidence is inconclusive in all four areas of marketing but strongest for promotional activity. Future research with standardized measures is needed to build on this work and better inform interventions and policy responses.
authors.affiliation: Institute of Health & Society, Baddiley-Clark Building, Newcastle University, Richardson Road, Newcastle upon Tyne NE2 4AX, UK steph.scott@ncl.ac.uk.
authors.forename: Stephanie
authors.initials: S
authors.lastname: Scott
authors.affiliation: Institute of Health & Society, Baddiley-Clark Building, Newcastle University, Richardson Road, Newcastle upon Tyne NE2 4AX, UK.
authors.forename: Colin
authors.initials: C
authors.lastname: Muirhead
authors.affiliation: Health and Social Care Institute, Parkside West Offices, Teesside University, Middlesbrough, Tees Valley TS1 3BA, UK.
authors.forename: Janet
authors.initials: J
authors.lastname: Shucksmith
authors.affiliation: Institute of Health & Society, Baddiley-Clark Building, Newcastle University, Richardson Road, Newcastle upon Tyne NE2 4AX, UK.|Centre for Early Child Development, NSPCC, Number One, Bickerstaffe Square, Blackpool FY1 3AH, UK.
authors.forename: Rachel
authors.initials: R
authors.lastname: Tyrrell
authors.affiliation: Institute of Health & Society, Baddiley-Clark Building, Newcastle University, Richardson Road, Newcastle upon Tyne NE2 4AX, UK.
authors.forename: Eileen
authors.initials: E
authors.lastname: Kaner
mesh_terms: D000293:Adolescent; D000294:Adolescent Behavior / Q000523:psychology; D002648:Child; D003132:Commerce / Q000191:economics / Q000639:trends; D005260:Female; D006801:Humans; D007221:Industry / Q000191:economics / Q000639:trends*; D008297:Male; D040541:Marketing / Q000191:economics / Q000639:trends*; D000066608:Underage Drinking / Q000191:economics / Q000523:psychology* / Q000639:trends*