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.
Full story of alcohol marketing in movies at Science Daily
A new review of studies from around the world finds young people who have greater exposure to alcohol marketing appear to be more likely subsequently to initiate alcohol use and engage in binge and hazardous drinking.
The researchers reviewed 12 studies involving a total of more than 35,000 participants from Europe, Asia and North America. All 12 found evidence of a positive association between level of marketing exposure and level of youth alcohol consumption. “The last time there was a review of the literature on alcohol marketing and youth was in 2008,” said lead researcher David Jernigan, Ph.D., Director of the Center on Alcohol Marketing and Youth (CAMY) at the Johns Hopkins Bloomberg School of Public Health. “There have been many new studies since 2008, and what this review does is allow us to document that similar findings are being replicated over and over again in multiple countries and across multiple cohorts.”
Full story of youth drinking and line between alcohol marketing at drugfree.org