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Key Findings

1. Alcohol advertising appears to promote adolescent drinking.
2. Different kinds of ads have different effects depending on a youngster’s prior alcohol use.
3. Children recognize certain alcohol advertisements at an early age.
4. School drug prevention programs can blunt the impact of alcohol ads on youth.

Sales pitches for alcoholic beverages are everywhere: at the grocery store, in magazines, on television, and at concession stands. Kids can’t avoid them, even though alcohol ads are supposedly aimed at adults. Researchers have long suspected a connection between alcohol advertisements and underage drinking, but positive correlations to date may have been due to other factors like peer and family influences that affect both drinking and ad exposure.