![]() Yet it should be acknowledged that young people are inevitably exposed to beverage alcohol advertising, as they are to advertising for any other consumer product. "The industry does not condone promotion and advertising of beverage alcohol to those under the legal minimum purchase age. On the one hand the International Center for Alcohol Policy (ICAP) reported in 2003 to a World Health Organisation (WHO) meeting that there is no compelling evidence of an association between advertising and drinking patterns or rates of abuse among young people, noting that: The influence of alcohol marketing and advertising on the drinking behaviour of young people is a matter of much debate, mostly focused on the question of whether advertising increases consumption and risky drinking by young people. Inferences about the modest effect sizes found are limited by the potential influence of residual or unmeasured confounding. ConclusionÄata from prospective cohort studies suggest there is an association between exposure to alcohol advertising or promotional activity and subsequent alcohol consumption in young people. Important risk factors such as peer drinking and parental attitudes and behaviour were not adequately accounted for in some studies. ![]() All studies controlled for age and gender, however potential confounding factors adjusted for in analyses varied from study to study. The strength of the relationship varied between studies but effect sizes were generally modest. In studies that included drinkers and non-drinkers, increased exposure at baseline led to significant increased risk of drinking at follow-up. There was little difference in drinking frequency at follow-up in baseline drinkers. Baseline non-drinkers were significantly more likely to have become a drinker at follow-up with greater exposure to alcohol advertisements. Two studies evaluated drinkers and non-drinkers separately. All measured drinking behaviour using a variety of outcome measures. Two studies measured the hours of TV and music video viewing. The studies evaluated a range of different alcohol advertisement and marketing exposures including print and broadcast media. Seven cohort studies that followed up more than 13,000 young people aged 10 to 26 years old were reviewed. Cohort studies that evaluated exposure to advertising or marketing or alcohol portrayals and drinking at baseline and assessed drinking behaviour at follow-up in young people were selected and reviewed. Studies were identified in October 2006 by searches of electronic databases, with no date restriction, supplemented with hand searches of reference lists of retrieved articles. ![]() We evaluated the relationship between exposure to alcohol advertising, marketing and portrayal on subsequent drinking behaviour in young people by systematic review of cohort (longitudinal) studies. The effect of alcohol portrayals and advertising on the drinking behaviour of young people is a matter of much debate. ![]()
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