Favourite alcohol advertisements and binge drinking among adolescents: a cross-cultural cohort study

Morgenstern, M., Sargent, J. D., Sweeting, H. , Faggiano, F., Mathis, F. and Hanewinkel, R. (2014) Favourite alcohol advertisements and binge drinking among adolescents: a cross-cultural cohort study. Addiction, 109(12), pp. 2005-2015. (doi: 10.1111/add.12667)

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<b>Aims</b><p></p> To Investigate the association between having a favourite alcohol advertisement and binge drinking among European adolescents.<p></p> <b>Design</b><p></p> Data were obtained from a longitudinal observational study on relationships between smoking and drinking and film tobacco and alcohol exposures.<p></p> <b>Setting</b><p></p> State-funded schools.<p></p> <b>Participants</b><p></p> Baseline survey of 12,464 German, Italian, Polish, and Scottish adolescents (mean age 13.5 years) of which 10,259 (82%) were followed up 12 months later.<p></p> <b>Measurements</b><p></p> Pupils were asked the brand of their favourite alcohol advertisement at baseline. Multilevel mixed-effects logistic regressions assessed relationships between having a favourite alcohol advert (“alcohol marketing receptivity”) and (a) binge drinking at baseline; (b) initiating binge drinking during follow-up among a subsample of 7,438 baseline never binge drinkers.<p></p> <b>Findings</b><p></p> Lifetime binge drinking prevalence at baseline was 29.9% and 25.9% initiated binge drinking during follow-up. Almost one-third of the baseline sample (32.1%) and 22.6% of the follow-up sample of never-bingers named a branded favourite alcohol advert, with high between-country variation in brand named. After controlling for age, gender, family affluence, school performance, TV screen time, personality characteristics, and drinking behaviour of peers, parents, and siblings, alcohol marketing receptivity was significantly related to both binge drinking at baseline (AOR=2.13, 95% CI=1.92, 2.36) and binge drinking initiation in longitudinal analysis (AOR=1.45, 95% CI=1.26, 1.66). There was no evidence for effect heterogeneity across countries.<p></p> <b>Conclusions</b><p></p> Among European adolescents naming a favourite alcohol advertisement was associated with increased likelihood of initiating binge drinking during one year follow-up, suggesting a relationship between alcohol marketing receptivity and adolescent binge drinking.

Item Type:Articles
Glasgow Author(s) Enlighten ID:Sweeting, Dr Helen
Authors: Morgenstern, M., Sargent, J. D., Sweeting, H., Faggiano, F., Mathis, F., and Hanewinkel, R.
College/School:College of Medical Veterinary and Life Sciences > Institute of Health and Wellbeing > MRC/CSO SPHSU
Journal Name:Addiction
ISSN (Online):1360-0443

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