Alcohol brand use of youth-appealing advertising and consumption by youth and adults

Abstract

Youth are overexposed to alcohol advertising. This contributes to youth having positive expectations of drinking, initiating drinking, and drinking more in quantity and frequency. The alcohol industry’s self-regulatory guidelines stipulate that marketing content cannot be primarily attractive to youth versus adults. But we do not yet have a sound scientific tool to assess what would be primarily attractive to youth. This manuscript uses a new tool, the CAY index, and two large, nationally representative datasets of youth and adult drinking patterns and shows that alcohol brands’ use of such content in their advertisements is not associated with adult brand consumption but is positively associated with youth brand consumption over and above the influence of adult brand preferences. This is critical evidence for supporting revised industry guidelines in order to protect youth from the effect of advertising on underage drinking.