Receptivity to Alcohol Marketing Predicts Initiation of Alcohol Use

Abstract BackgroundAlcohol use leads to about 3 million deaths globally. The alcohol industry employs marketing strategies to establish their brands in the lives of young people at a time when addictive behaviors are initiated and reinforced. We conducted a survey among adolescent boys and young men (ABYM) to estimate the prevalence of alcohol use and associated factors using the Health Belief Model as the guiding framework. MethodsThe study was conducted among ABYM in- or out-of-school aged 10-24 years in Kampala, Uganda. We used questions adopted from the Global School-based Student Health Survey and the WHO STEPwise approach to Surveillance questionnaire to collect data. The dependent variable was alcohol use within 30 days before the interview. We also asked about predictors such as alcohol use by siblings, parents/ guardians, school status among others. We used odds ratios obtained via a logistic regression model as the measure of association.ResultsA total of 2500 ABYM participated, of which 262 (10.5%, 95%CI 9.3-11.7) had consumed alcohol within 30 days before the interview. Out-of-school ABYM had higher odds of consuming alcohol compared with their in-school counterparts AOR 1.55 (95%CI 1.09-2.20). Compared with ABYM whose parents/ guardians did not drink alcohol, ABYM whose both parents consumed alcohol had higher odds of consuming alcohol AOR 2.24 (95%CI 1.38-3.64) as were those with only a mother or female guardian who consumed alcohol AOR 1.95 (95%CI 1.11-3.41). ABYM with siblings that drink alcohol had higher odds of consuming alcohol AOR 2.25 (95%CI 1.80-3.52). ABYM who possessed items with an alcohol brand logo had higher odds of consuming alcohol AOR 2.00 (95%CI 1.33-3.01). ConclusionsThere are significant levels of alcohol consumption among ABYM which calls for interventions targeting this age group and recognizing the role of the family, school and community in prevention and promotion of use. There is need to regulate alcohol marketing and ensuring availability of alcohol dependence treatment services that build confidence among youth.

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Alcohol Marketing, Drunkenness, and Problem Drinking among Zambian Youth: Findings from the 2004 Global School-Based Student Health Survey

Journal of Environmental and Public Health ◽

10.1155/2011/497827 ◽

2011 ◽

Vol 2011 ◽

pp. 1-8 ◽

Cited By ~ 19

Author(s):

Monica H. Swahn ◽

Bina Ali ◽

Jane B. Palmier ◽

George Sikazwe ◽

John Mayeya

Keyword(s):

Alcohol Use ◽

Health Survey ◽

Problem Drinking ◽

Risky Behaviors ◽

Student Health ◽

Alcohol Education ◽

Vulnerable Youth ◽

School Based ◽

Alcohol Marketing ◽

Company Representative

This study examines the associations between alcohol marketing strategies, alcohol education including knowledge about dangers of alcohol and refusal of alcohol, and drinking prevalence, problem drinking, and drunkenness. Analyses are based on the Global School-Based Student Health Survey (GSHS) conducted in Zambia (2004) of students primarily 11 to 16 years of age (). Four statistical models were computed to test the associations between alcohol marketing and education and alcohol use, while controlling for possible confounding factors. Alcohol marketing, specifically through providing free alcohol through a company representative, was associated with drunkenness (AOR = 1.49; 95% CI: 1.09–2.02) and problem drinking (AOR = 1.41; 95% CI: 1.06–1.87) among youth after controlling for demographic characteristics, risky behaviors, and alcohol education. However, alcohol education was not associated with drunkenness or problem drinking. These findings underscore the importance of restricting alcohol marketing practices as an important policy strategy for reducing alcohol use and its dire consequences among vulnerable youth.

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Alcohol use and associated factors among adolescent boys and young men in Kampala, Uganda

Substance Abuse Treatment Prevention and Policy ◽

10.1186/s13011-021-00385-8 ◽

2021 ◽

Vol 16 (1) ◽

Author(s):

Steven Ndugwa Kabwama ◽

Joseph KB Matovu ◽

John M Ssenkusu ◽

Tonny Ssekamatte ◽

Rhoda K. Wanyenze

Keyword(s):

Alcohol Use ◽

Associated Factors ◽

Health Belief ◽

Young Men ◽

Addictive Behaviors ◽

Adolescent Boys ◽

Alcohol Marketing ◽

Measure Of Association ◽

Belief Model ◽

Out Of School

Abstract Background Alcohol use leads to about 3 million deaths globally. The alcohol industry employs marketing strategies to establish their brands in the lives of young people at a time when addictive behaviors are initiated and reinforced. We conducted a survey among adolescent boys and young men (ABYM) to estimate the prevalence of alcohol use and associated factors using the Health Belief Model as the guiding framework. Methods The study was conducted among ABYM in- or out-of-school aged 10–24 years in Kampala, Uganda. We used questions adopted from the Global School-based Student Health Survey and the WHO STEPwise approach to Surveillance questionnaire to collect data. The outcome of interest was alcohol use within 30 days before the interview. We also asked about characteristics such as alcohol use by siblings, parents/ guardians, school status among others. We used odds ratios obtained via a logistic regression model as the measure of association. Results A total of 2500 ABYM participated, of which 262 (10.5 %, 95 %CI 9.3–11.7) had consumed alcohol within 30 days before the interview. Out-of-school ABYM had higher odds of consuming alcohol compared with their in-school counterparts AOR 1.55 (95 %CI 1.09–2.20). Compared with ABYM whose parents/ guardians did not drink alcohol, ABYM whose both parents consumed alcohol had higher odds of consuming alcohol AOR 2.24 (95 %CI 1.38–3.64) as were those with only a mother or female guardian who consumed alcohol AOR 1.95 (95 %CI 1.11–3.41). ABYM with siblings that drink alcohol had higher odds of consuming alcohol AOR 2.25 (95 %CI 1.80–3.52). ABYM who possessed items with an alcohol brand logo had higher odds of consuming alcohol AOR 2.00 (95 %CI 1.33–3.01). Conclusions There are significant levels of alcohol consumption among ABYM which calls for evidence-based measures targeting this age group to reduce consumption and recognizing the role of the family, school and community in prevention and promotion of use. There is need to regulate alcohol marketing and ensuring availability of alcohol dependence treatment services that build confidence among youth.

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Alcohol use disorders, beverage preferences and the influence of alcohol marketing: a preliminary study

Substance Abuse Treatment Prevention and Policy ◽

10.1186/s13011-020-00329-8 ◽

2020 ◽

Vol 15 (1) ◽

Author(s):

Morgane Guillou Landreat ◽

Céline Beauvais ◽

Marie Grall Bronnec ◽

Delphine Le Goff ◽

Jean Yves Le reste ◽

...

Keyword(s):

Alcohol Use ◽

Descriptive Analysis ◽

Alcohol Use Disorders ◽

Premature Mortality ◽

Cross Sectional ◽

Addictive Disorders ◽

Alcohol Marketing ◽

Preliminary Study ◽

Few Data ◽

The Impact

Abstract Background Alcohol Use Disorders (AUD) are among the most prevalent mental disorders in the world. They are the leading risk factor for premature mortality and disability among 15 to 49-year-olds. Links between alcohol marketing and patterns of alcohol consumption are well defined in adolescents but there is few data on the impact of alcohol marketing on a population of drinkers with an AUD and seeking treatment. This study was designed in collaboration among researchers specialising in addictive disorders, in social marketing and primary care. Methods This was a monocentric, cross-sectional, descriptive study. The main objective of this study was to define the type of marketing identified by drinkers with an AUD who were seeking treatment and their beverage preferences. Drinkers aged 18+ with an AUD and seeking treatment were included. A descriptive analysis and a logistic regression were carried out . Results N = 91 patients were included, 73.6% were male, the average age was 46.2 years. 72% said they were not influenced by alcohol marketing, but 76% recalled an alcohol advertisement in the last 6 months. The most frequently reported beverage preferences were wine (39.6%), standard beers (29.6%), spirits (27.5%) and strong beers (16.5%). Conclusions Patients with AUD, defined as vulnerable, reported exposure to alcohol marketing but did not seem to identify it consciously. Marketing influences differed according to beverage preferences. These results need to be confirmed by a larger study.

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Alcohol Exposures, Alcohol Marketing, and Their Associations with Problem Drinking and Drunkenness among Youth Living in the Slums of Kampala, Uganda

ISRN Public Health ◽

10.1155/2013/948675 ◽

2013 ◽

Vol 2013 ◽

pp. 1-9 ◽

Cited By ~ 9

Author(s):

Monica H. Swahn ◽

Jane B. Palmier ◽

Rogers Kasirye

Keyword(s):

Alcohol Use ◽

Urban Youth ◽

Multivariate Analyses ◽

Problem Drinking ◽

Street Youth ◽

Alcohol Education ◽

Cross Sectional ◽

Convenience Sample ◽

Alcohol Marketing ◽

The Impact

This study determined the associations between alcohol use exposures, marketing, education, and problem drinking and drunkenness among youth living in the slums of Kampala. This cross-sectional study of youth was conducted in 2011 to quantify and describe high-risk behavior and exposures in a convenience sample (N=457) of urban youth living in the slums, 14–24 years of age, who were participating in a drop-in center for disadvantaged street youth. Logistic regression analyses were computed to determine associations between alcohol use exposures, marketing exposures, alcohol education, and problem drinking and drunkenness while controlling for possible confounders. Among participants, 30.2% reported problem drinking and 32.8% reported drunkenness. In multivariate analyses, obtaining free drinks was associated with problem drinking (AOR: 2.47; 95% CI = 1.23–4.96) and drunkenness (AOR: 2.40; 95% CI = 1.22–4.70) after controlling for potential confounders. Alcohol education measures were not significantly associated with either problem drinking or drunkenness in multivariate analyses. There are important associations between alcohol marketing and drinking among these youth. Moreover, the findings underscore the need for additional research related to the impact of alcohol marketing among vulnerable youth and also the need for policy regulations that restrict alcohol marketing that involve providing free alcohol directly to youth.

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University-Affiliated Alcohol Marketing Enhances the Incentive Salience of Alcohol Cues

Psychological Science ◽

10.1177/0956797617731367 ◽

2017 ◽

Vol 29 (1) ◽

pp. 83-94 ◽

Cited By ~ 2

Author(s):

Bruce D. Bartholow ◽

Chris Loersch ◽

Tiffany A. Ito ◽

Meredith P. Levsen ◽

Hannah I. Volpert-Esmond ◽

...

Keyword(s):

Alcohol Use ◽

Event Related Potentials ◽

Incentive Salience ◽

Brand Associations ◽

Alcohol Cues ◽

Alcohol Involvement ◽

Alcohol Marketing ◽

Related Potentials

We tested whether affiliating beer brands with universities enhances the incentive salience of those brands for underage drinkers. In Study 1, 128 undergraduates viewed beer cues while event-related potentials (ERPs) were recorded. Results showed that beer cues paired with in-group backgrounds (logos for students’ universities) evoked an enhanced P3 ERP component, a neural index of incentive salience. This effect varied according to students’ levels of identification with their university, and the amplitude of the P3 response prospectively predicted alcohol use over 1 month. In Study 2 ( N = 104), we used a naturalistic advertisement exposure to experimentally create in-group brand associations and found that this manipulation caused an increase in the incentive salience of the beer brand. These data provide the first evidence that marketing beer via affiliating it with students’ universities enhances the incentive salience of the brand for underage students and that this effect has implications for their alcohol involvement.

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