Alcohol Marketing and Adolescent and Young Adult Alcohol Use Behaviors: A Systematic Review of Cross-Sectional Studies

Abstract

Objective: This article provides a systematic review of cross-sectional research examining associations between exposure to alcohol marketing and alcohol use behaviors among adolescents and young adults. Method: Literature searches of eight electronic databases were carried out in February 2017. Searches were not limited by date, language, country, or peer-review status. After abstract and full-text screening for eligibility and study quality, 38 studies that examined the relationship between alcohol marketing and alcohol use behaviors were selected for inclusion. Results: Across alcohol use outcomes, various types of marketing exposure, and different media sources, our findings suggest that cross-sectional evidence indicating a positive relationship between alcohol marketing exposure and alcohol use behaviors among adolescents and young adults was greater than negative or null evidence. In other words, cross-sectional evidence supported that alcohol marketing exposure was associated with young peoples’ alcohol use behaviors. In general, relationships for alcohol promotion (e.g., alcohol-sponsored events) and owning alcohol-related merchandise exposures were more consistently positive than for other advertising exposures. These positive associations were observed across the past four decades, in countries across continents, and with small and large samples. Conclusions: Despite issues of measurement and construct clarity within this body of literature, this review suggests that exposure to alcohol industry marketing may be important for understanding and reducing young peoples’ alcohol use behavior. Future policies aimed at regulating alcohol marketing to a greater extent may have important short- and long-term public health implications for reducing underage or problematic alcohol use among youth.

Youth Exposure to Marijuana Advertising in Oregon’s Legal Retail Marijuana Market

“…Conversely, youth-reported exposure in Oregon was lower than levels reported by Whitehill et al (93.6%) from a 2018 online survey of 469 adolescents aged 15 to 19 years residing in 4 states with legal retail marijuana (not including Oregon); however, exposure to social media sources of advertising in that study was not limited to the past 30 days (9). Regardless of the exact level of exposure, these exposures to marijuana advertising are concerning given the scientific consensus that tobacco promotions cause youth tobacco use initiation (1,10), and alcohol advertising in-PREVENTING CHRONIC DISEASE VOLUME 17, E110 PUBLIC HEALTH RESEARCH, PRACTICE, AND POLICY…”

“…As of 2018, voters in 8 US states had legalized the production, processing, distribution, and sale of retail (ie, nonmedical) marijuana (ie, cannabis) for adults aged 21 years or older. One regulatory approach to prevent potential negative impacts of legalization on youths is limiting marijuana marketing, given that research from tobacco and alcohol markets suggests that advertising exposure is associated with lower perceptions of risk and substance use initiation among young people (1,2). Early evidence suggests that the same may be true for marijuana advertising: ad-olescents in California who were exposed to medical marijuana advertising had twice the odds of marijuana use and intention to use marijuana 1 year later compared with those who were never exposed (3).…”

Alcohol Marketing and Youth Drinking: Is There a Causal Relationship, and Why Does It Matter?

“… (b) Cross-sectional studies of exposure to alcohol marketing and its influence on alcohol attitudes ( Henehan & Ross, 2020 , this supplement). (c) Cross-sectional studies of exposure to alcohol marketing and its influence on alcohol behaviors ( Finan et al, 2020 , this supplement). (d) Influence of digital marketing ( Noel et al, 2020 , this supplement).…”

Alcohol use disorders, beverage preferences and the influence of alcohol marketing: a preliminary study

“…The impact of alcohol marketing on a young population, identified as vulnerable [13], is well described in the literature. In this subgroup, exposure to alcohol marketing is associated with early initiation, and an increase in drinking intentions, consumption and binge drinking [14][15][16][17]. It also leads to a normalization of alcohol consumption and an underestimation of the risks linked to consumption [18].…”