Alcohol Advertising and Young People

Barrie Gunter

Chapter 5 in Advertising to Children, 2014, pp 70-92 from Palgrave Macmillan

Abstract: Abstract There is growing concern about problems of alcohol misuse and abuse among young people. In the new millennium, increasingly widespread media attention has addressed this issue. While some evidence points to a reduction in prevalence of alcohol consumption by young people in general, occurrences of excessive consumption, or ‘binge’ drinking, are on the increase. Reports for the UK in 2008, for example, catalogued significant increases in hospital admissions due to drinking (Ford, Hawkes & Elliott, 2008). In tackling the causes of problematic alcohol consumption, critics have often turned their attention to the role played by alcohol advertising and other forms of promotion. Such advertising is often blamed for driving irresponsible use of alcohol by encouraging people to start drinking when still very young and by making alcohol consumption seem an attractive and fashionable pursuit.

Keywords: Young People; Alcohol Consumption; Binge Drinking; Alcoholic Beverage; Brand Awareness (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-31325-6_5

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DOI: 10.1057/9781137313256_5

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