6th-Graders Exposed to Alcohol Advertising are More Likely to Drink in Grade 7

We know from previous studies conducted by various institutions that underage drinkers are exposed to more alcohol advertising than nondrinking adolescents. However, few studies have followed their participants from younger to older ages, leaving open the possibility that drinkers are more attracted to and interested in advertising, rather than advertising contributing to drinking. Moreover, those studies have not surveyed children under 12, when they may be more impressionable. RAND DPRC now reports the results of a longitudinal study testing whether exposure to advertising among South Dakota sixth-graders is associated with beer-drinking behavior, as well as intentions to drink, among the same children a year later. The new study controls for numerous important factors, such as parental monitoring, drinking among adults and peers, grades, and personal traits such as deviance and religiosity. Holding all such covariates constant, exposure to a variety of forms of alcohol advertising, as well as exposure to television ads alone, was associated with both likelihood of drinking and intentions to drink. Accounting for covariates, sixth-graders exposed to high levels of alcohol advertising were estimated to be over 50 percent more likely to drink beer in the seventh grade than those exposed to low levels, and they were about 35 percent more likely to report positive intentions to drink. Given other data indicating high levels of exposure to beer ads among school children, it is important for policymakers and parents to address this issue.

Source:

Early Adolescent Exposure to Alcohol Advertising and Its Relationship to Underage Drinking.

Collins RL, Ellickson PL, McCaffrey D, and Hambarsoomians K.

Full Report »

DPRC Insights is distributed by the RAND Drug Policy Research Center, a joint endeavor of RAND Health and RAND Infrastructure, Safety, and Environment. Copyright © 2007 RAND Corporation. RAND® is a registered trademark.

We respect your privacy. To subscribe or unsubscribe to this monthly newsletter, please visit the DPRC subscription page. We encourage you to forward this newsletter to colleagues and friends. Send comments and suggestions to dprc_insights@rand.org.

The RAND Corporation is a nonprofit research organization providing objective analysis and effective solutions that address the challenges facing the public and private sectors around the world.

RAND Corporation, 1776 Main Street Santa Monica, CA 90401-3208