Alcohol Advertising: Implications for Reducing the Negative Impact on Underage Drinking

Document Type

Article

Publication Date

12-1-2020

Publication Title

Journal of Alcohol and Drug Education

Volume

64

Issue

3

First page number:

9

Last page number:

22

Abstract

Alcohol drinking is a global public health concern. Alcohol advertisements and promotions influence youth to initiate underage alcohol consumption. Exposure to displays of beer, wine, and liquor in various settings has been pivotal in creating favorable social and perceived norms for societies, which has tremendously influenced youth drinking behavior. To address behavior stimulating complex settings in societies, highly coordinated and scientifically proven public health approaches need to be utilized in addressing challenges that lie within multiple areas, including marketing strategies of the industry, a pairing effect of social media, widespread favorable community perception, and ineffective policies. This commentary provides some strategies including the application of behavior change theory and the Multi-Theory Model (MTM) for building media literacy skills, in reducing the effect of advertisements on alcohol drinking initiation among youth.

Keywords

Underage drinking; Alcohol use; Multi-theory model; Alcohol advertisements

Disciplines

Medicine and Health Sciences | Public Health | Public Health Education and Promotion

Language

English


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