RT Journal Article
SR Electronic
T1 Is it time to ban alcohol advertising?
JF Clinical Medicine
JO Clin Med
FD Royal College of Physicians
SP 121
OP 124
DO 10.7861/clinmedicine.9-2-121
VO 9
IS 2
A1 Peter Anderson
YR 2009
UL http://www.rcpjournals.org/content/9/2/121.abstract
AB Children and adolescents are particularly vulnerable to the harmful effects of alcohol, with heavy drinking risking impaired brain development and future alcohol dependence. Advertisements increase expectancies about alcohol, leading to a greater likelihood of drinking. A systematic review of 13 longitudinal studies of over 38,000 young people found convincing evidence of an impact of media exposure and alcohol advertising on subsequent alcohol use, including initiation of drinking and heavier drinking among existing drinkers. All European countries, with the exception of the UK, have a ban on one or more types of advertising. Since self-regulation is reported as failing to prevent marketing which has an impact on younger people, and since advertising commonly crosses country borders, there is an argument to approximate advertising rules across Europe banning alcohol advertising targeted at young people, a highly cost-effective measure to reduce harmful alcohol use, and one supported by European citizens and case law.