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European longitudinal study on the relationship between adolescents' alcohol marketing exposure and alcohol use

Lookup NU author(s): Professor Peter Anderson


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Background and aimsThis is the first study to examine the effect of alcohol marketing exposure on adolescents' drinking in a cross-national context. The aim was to examine reciprocal processes between exposure to a wide range of alcohol marketing types and adolescent drinking, controlled for non-alcohol branded media exposure.DesignProspective observational study (11-12- and 14-17-month intervals), using a three-wave autoregressive cross-lagged model.SettingSchool-based sample in 181 state-funded schools in Germany, Italy, Netherlands, Poland.ParticipantsA total of 9075 eligible respondents participated in the survey (mean age 14years, 49.5% male.MeasurementsAdolescents reported their frequency of past-month drinking and binge drinking. Alcohol marketing exposure was measured by a latent variable with 13 items measuring exposure to online alcohol marketing, televised alcohol advertising, alcohol sport sponsorship, music event/festival sponsorship, ownership alcohol-branded promotional items, reception of free samples and exposure to price offers. Confounders were age, gender, education, country, internet use, exposure to non-alcohol sponsored football championships and television programmes without alcohol commercials.FindingsThe analyses showed one-directional long-term effects of alcohol marketing exposure on drinking (exposure T1 on drinking T2: =0.420 (0.058), P<0.001, 95% confidence interval (CI)=0.324-0.515; exposure T2 on drinking T3: =0.200 (0.044), P<0.001, 95% CI=0.127-0.272; drinking T1 and drinking T2 on exposure: P>0.05). Similar results were found in the binge drinking model (exposure T1 on binge T2: =0.409 (0.054), P<0.001, 95% CI=0.320-0.499; exposure T2 on binge T3: =0.168 (0.050), P=0.001, 95% CI=0.086-0.250; binge T1 and binge T2 on exposure: P>0.05).ConclusionsThere appears to be a one-way effect of alcohol marketing exposure on adolescents' alcohol use over time, which cannot be explained by either previous drinking or exposure to non-alcohol-branded marketing.

Publication metadata

Author(s): de Bruijn A, Tanghe J, de Leeuw R, Engels R, Anderson P, Beccaria F, Bujalski M, Celata C, Gosselt J, Schreckenberg D, Slodownik L, Wothge J, van Dalen W

Publication type: Article

Publication status: Published

Journal: Addiction

Year: 2016

Volume: 111

Issue: 10

Pages: 1774-1783

Print publication date: 01/10/2016

Online publication date: 02/08/2016

Acceptance date: 09/05/2016

ISSN (print): 0965-2140

ISSN (electronic): 1360-0443

Publisher: Wiley-Blackwell Publishing Ltd.


DOI: 10.1111/add.13455


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