We see marketing material as often as we see our interior walls. Products and services are promoted everywhere, from the Internet we browse to the television we watch. According to a recent report by the American Journal of Drug and Alcohol Abuse, exposure to brand-specific alcohol advertising is proving to be a significant predictor of the brands underage youth will consume.
Science Daily reports that youth ranging in age from 13 to 20 are much more likely to consume the brands of alcohol they see advertised. Advertising has a sizeable impact on our youth and the choices they make. The data presented by the American Journal indicates that youth are five times more likely to sample brands of alcohol they see advertised on national television and 36% more likely to sample those advertised in national magazines.
Exposure to Marketing
David Jernigan, co-author of the study, states, “Marketing exposure is [becoming] increasingly recognized as an important factor in youth drinking, yet few studies have [actively] examined the relationship between overall advertising exposure and alcohol consumption at the brand level…Youth are in fact consuming the same alcohol brands that they are most heavily exposed to via advertising.”
The number one addictive substance consumed by pre-teens and teens is alcohol. The Centers for Disease Control and Prevention (CDC) reports that some 4,300 youth deaths are caused each year by alcohol.
Alcohol advertising is regulated by the alcohol industry. While no set laws are in place moderating when, where, and to whom alcohol related ads are shown, a voluntary set of codes are in place. For example, alcohol brands avoid placing their ads with television programs where the majority of the audience are under the age of 21.
Today, two of the most influence elements outside of the home are advertising and social media. In 2001, some 3.5 billion dollars was spent by the alcohol industry in advertising and promotional expenditures. Much of this budget went toward the use of media outlets in which youth under the age of 21 comprise a large portion of the audience.
How Advertising Affects Youth
Social media is one of the most popular venues for brand advertising because of its wide use. Youth often think of social media as a way to receive updates from their friends and the celebrities they follow. It’s their version of fun, but it is also an outlet that exposes them to often unchecked advertising.
Studies show that the average person spends more time each day on their Smartphone and computer than they do sleeping. The average teen spends upwards to 27 hours online each week, and social media is the primary focus of their time.
In some ways, social media has had a positive effect on youth. For example:
- Teachers use social media to efficiently and easily collaborate and communicate with students.
- Many youth access free educational resources via social media.
- Over 50% of students use social media to discuss educational topics, including school assignments.
- The use of social media in conjuncture with education has resulted in improved grades and a reduction of absenteeism.
- Many youth use social media to stay informed in the areas of news, politics, and education.
- Social media has even become a platform from which young adults find, land, retain, and even create jobs.
Although social media has had a positive impact, it comes with a dark side. The negative aspects of youth engaging on social media have included:
- Cheating on school assignments.
- The grades of heavy social media users have suffered.
- Inexperienced youth are often too open and public with the information and media they share via social media.
- Most youth do not read privacy policies, making them unaware of whether their information is or could be used by third parties, including advertisers.
- Several studies have indicated that sites like Facebook strongly influence how and where users spend money via advertisements.
Curbing the Influence of Alcohol Related Advertising
It’s easy to think that your child doesn’t drink, but the fact is underage drinking is a growing problem in North Carolina. Thousands of youth under the age of 21 find themselves in numerous situations where alcohol is being served. Sometimes those serving don’t care if they are giving a teen alcohol.
Alcohol is also legal, which is why many pre-teens and teens don’t see a problem with trying it. It’s easy for them to see the legal drinking age as unimportant red tape because alcohol is legal for adults to consume. What’s the harm in downing something adults readily drink?
The most crucial step to curbing the influence of alcohol related advertising is dialogue. Start the discussion with your child. Talk to them about alcohol, its effects, why adults have to handle it with care, and what happens when adults overindulge. Discuss alcoholism. Educate them.
Every year, some 5,000 youth under the age of 21 die from alcohol-related injuries. Some die from alcohol poisoning. Still more fall victim to sexual encounters, unwanted pregnancies, and even violent crimes thanks to the impaired mental state caused by alcohol consumption. These youth easily fall victim to alcohol abuse and dependency, and they are the least likely to seek or receive the help needed to recover.
Your job as a parent is to safeguard and guide your child, which means you won’t always be their favorite person. However, youth are most heavily influenced by their most important role model: you!
Monitor your child’s social media and Internet activities. Keep a keen eye on the advertisements they see. Use those brand specific alcohol advertisements as conversation starters.
57% of kids share the rather adult opinion that underage drinking is a serious issue. These same youth want to discuss alcohol with their parents, but their parents often avoid it. Isn’t it time to bridge the conversation in spite of discomfort?
Yes, underage drinking can be a difficult and awkward topic. However, a bit of discomfort endured today can save your child from the dangers of alcohol for a lifetime. Isn’t that worth fighting for?