Ads encourage youth drinking

13th November 2007, Comments 0 comments

13 November 2007, NIJMEGEN – Seeing others drink prompts young people to do the same. Youth exposed to alcohol advertisements or films in which alcohol is prominent have the tendency to immediately use more alcohol.

13 November 2007

NIJMEGEN – Seeing others drink prompts young people to do the same. Youth exposed to alcohol advertisements or films in which alcohol is prominent have the tendency to immediately use more alcohol.

Seeing a lot of alcohol on the television or movie screen prompts them to drink 1.5 glasses more on average than not being exposed to these stimuli.

This has emerged from study by the Radboud University Nijmegen, conducted in cooperation with STAP, the foundation for alcohol prevention. It has been known for some time that exposure to alcohol advertising leads to higher alcohol consumption in the long term.

When young people watched a film and commercial block showing alcohol, they consumed three glasses of alcohol per hour. When watching an "alcohol neutral" film and commercial block, consumption was limited to 1.5 glasses per hour. This is probably the result of unconscious imitative behaviour, researchers say.

80 young subjects (average age: 21.5 years) took part in the study in a "bar lab" at Radboud University in Nijmegen. The lab is set up like a normal café. The young people who took part were informed after the experiment about the aim of the study.

[Copyright Expatica News + ANP 2007]

Subject: Dutch news

0 Comments To This Article