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Member Research & Reports

Member Research & Reports

BU Finds Youths More Likely Than Adults to See Alcohol Marketing Online

Underage youths are nearly twice as likely to recall seeing alcohol marketing on the Internet than adults, with almost one in three saying they saw alcohol-related content in the previous month, according to a new study co-authored by a Boston University School of Public Health (BUSPH) researcher.

The study, published online in the journal Alcoholism: Clinical and Experimental Research and led by the Center on Alcohol Marketing and Youth at Johns Hopkins Bloomberg School of Public Health, found that young people between the ages of 13 and 20 who responded to an online survey also were more likely than adults surveyed to report seeing or hearing alcohol marketing within the previous month in traditional outlets.

For television, 69 percent of youths reported seeing alcohol marketing, including television, versus 62 percent of adults; for radio, 25 percent versus 17 percent; and for billboards, 55 percent versus 35 percent. The greatest difference between adults and youths occurred when asked about exposure to alcohol advertising on the Internet: 30 percent versus 17 percent.

The authors said the findings underscore previous research suggesting that youth may be impressionable to many of the messages conveyed by alcohol marketing — for instance, that drinking can lead to happiness and social acceptance.

To read more about the study, go to: