While many factors may influence an underage person's drinking decisions, including among other things parents, peers and the media, there is reason to believe that advertising also plays a role.
Long Term Studies
A national study published in January 2006 concluded that greater exposure to alcohol advertising contributes to an increase in drinking among underage youth. Specifically, for each additional ad a young person saw (above the monthly youth average of 23), he or she drank 1% more. For each additional dollar per capita spent on alcohol advertising in a local market (above the national average of $6.80 per capita), young people drank 3% more.
A review of the neuroscience, psychology and marketing literatures concluded that adolescents, because of how the human brain develops, may be particularly attracted to branded products such as alcohol that are associated with risky behavior and that provide, in their view, immediate gratification, thrills and/or social status.
Bans and comprehensive restrictions on alcohol advertising, sponsorship and promotion are impactful and cost-effective measures to prevent and reduce alcohol harm. Enacting and enforcing such bans or comprehensive restrictions in the digital world will bring public health benefits and help protect children, adolescents and abstainers from the pressure to start consuming alcohol.
World Health Organization-
Center on Alcohol Marketing and Youth-
Cobb Community Alliance to Prevent Substance Use-
Journal of Public Health Research-