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Does Industry-Driven Alcohol Marketing Influence Adolescent Drinking Behaviour? A Systematic Review
Stephanie Scott1, Colin Muirhead2, Janet Shucksmith3
1Institute of Health & Society, Baddiley-Clark Building, Newcastle University, Richardson Road, Newcastle upon Tyne NE2 4AX, UK steph.scott@ncl.ac.uk.
Alcohol and Alcoholism (Oxford, Oxfordshire)
|November 20, 2016
Summary
This review found inconclusive evidence on alcohol marketing's impact on adolescent drinking. While promotional activities showed the strongest association, overall findings were mixed, necessitating further research with standardized measures.
Area of Science:
- Public Health
- Adolescent Health
- Alcohol Marketing Research
Background:
- Alcohol marketing encompasses price, promotion, product attributes, and place of sale.
- Understanding marketing's influence on youth drinking is crucial for public health interventions.
- Previous research has yielded mixed results regarding the impact of alcohol marketing on young people.
Purpose of the Study:
- To systematically review the evidence on how specific alcohol marketing components influence adolescent drinking behaviors.
- To examine the effects of marketing on drinking initiation, continuation, frequency, and intensity in individuals aged 9-17.
- To identify gaps and inform future research directions in alcohol marketing and youth consumption.
Main Methods:
- Comprehensive literature search across multiple databases (MEDLINE, EMBASE, SCOPUS, PsychINFO, CINAHL, ProQuest) up to July 2015.
- Inclusion of studies examining alcohol marketing components and adolescent drinking outcomes.
- Supplementary searches including Google Scholar, journal hand searches, and citation tracking.
Main Results:
- Forty-eight papers from 35 unique studies were included.
- While many authors reported positive impacts of alcohol marketing exposure on adolescent drinking, 66% of studies reported null or negative associations, leading to mixed findings.
- Evidence was strongest for promotional activities (e.g., advertising) and adolescent drinking outcomes, with limited research on alcohol price and underage drinking.
Conclusions:
- The evidence regarding alcohol marketing's influence on adolescent drinking is inconclusive across all marketing components.
- Promotional activities demonstrated the strongest association with drinking outcomes in adolescents.
- Future research should utilize standardized measures to strengthen the evidence base and inform policy and interventions.
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