Alcohol advertising may adhere to all the standards and regulations set by the government, but the effects that it has on the youth are both, direct and subtle. In this AptParenting article, we will highlight the effects that alcohol advertising has on kids and teens.
“While many factors may influence an underage person’s drinking decisions, including among other things, parents, peers and the media, there is reason to believe that advertising also plays a role.”
― Federal Trade Commission, Self-Regulation in the Alcohol Industry, 1999
Several studies have proven that the consumption of alcohol plays an important role in the 3 leading causes of death among teens and young adults―suicides, murders, and accidental deaths. Does alcohol advertising play any role in getting the youth addicted to alcohol? A recent study by V.C. Strasburger and Edward Donnerstein, in their paper titled ‘Children, Adolescents, and the Media: Issues and Solutions’, found that by the time a child turns 18, he will have been exposed to nearly 100,000 alcohol advertisements through varied mediums like television, newspapers, billboards, Internet, magazines, brand-related clothing, and other products. Not only is this number shocking, but it also raises an important question―is this exposure causing harm? And if it is, then should this advertising be allowed?
In this article, we will go into the depths of the influence of this kind of advertising on the youth and the effects of the same.
Influence of Alcohol Advertising on Youth
It’s not like there are no regulations and standards that have been set up that these alcohol manufacturers have to follow. What’s alarming is that, though the manufacturers may adhere to the rules and regulations that have been formulated by the government with regards to the content, airing, and placement of alcohol advertisements, various studies conducted in the effects of these ads on the youth, clearly indicate that this does not prevent the teens and youth from being more open to drinking, and consecutively taking up drinking. The question that needs to be asked then is, are the regulations strict enough? And moreover, should we allow these forms of advertisements to be aired in the first place?