Alcohol brand placements in popular movies of all ratings nearly doubled during the past two decades, new research shows, but particularly in child-rated movies. Researchers presenting these findings at the 2017 Pediatric Academic Societies Meeting in San Francisco found the alcohol brands on the movie set are often those young people report drinking the most.
“Children and young people look to movie stars as role models.” said James D. Sargent, MD, FAAP, a professor in the departments of Pediatrics and Community & Family Medicine at the Geisel School of Medicine at Dartmouth and an author of the study. “For alcohol companies, when a favorite star uses a certain brand of alcohol, that brand gets linked to all the characteristics young admirers see in their movie idol. That’s why it’s no surprise that the brands commonly shown in movies are the most highly advertised brands, and the same brands underage drinkers tend to drink,” he said.