News Column

New Public Health Findings from RAND Described (Youth exposure to alcohol advertising on television in the UK, the Netherlands and Germany)

September 12, 2014



By a News Reporter-Staff News Editor at Health & Medicine Week -- Data detailed on Health and Medicine have been presented. According to news reporting out of Santa Monica, California, by NewsRx editors, research stated, "Exposure of young people to alcohol advertising is a risk factor for underage drinking. This study assessed youth exposure to television alcohol advertising in the UK, the Netherlands and Germany, from December 2010 to May 2011."

Our news journalists obtained a quote from the research from RAND, "A negative binomial regression model predicted number of alcohol advertisements from the proportion of the television viewership in each age group. This allowed comparison of alcohol advertisement incidence for each youth age category relative to an adult reference category. In the UK, those aged 10-15 years were significantly more exposed to alcohol advertisements per viewing hour than adults aged a parts per thousand yen25 years [incidence rate ratio (IRR) = 1.11; 95% confidence interval (95% CI): 1.06, 1.18; P< 0.01]; in the Netherlands, those aged 13-19 years were more exposed per viewing hour than adults aged a parts per thousand yen 20 years (IRR = 1.29; 95% CI: 1.19, 1.39; P< 0.01). Conversely, in Germany, those aged 10-15 years were less exposed to alcohol advertisements than adults aged a parts per thousand yen25 years (IRR = 0.79; 95% CI: 0.73, 0.85; P< 0.01). In each country, young children (aged 4-9 years in the UK and Germany, 6-12 years in the Netherlands) were less exposed than adults. Adolescents in the UK and the Netherlands, but not Germany, had higher exposure to television alcohol advertising relative to adults than would be expected from their television viewing."

According to the news editors, the research concluded: "Further work across a wider range of countries is needed to understand the relationship between national policies and youth exposure to alcohol advertising on television."

For more information on this research see: Youth exposure to alcohol advertising on television in the UK, the Netherlands and Germany. European Journal of Public Health, 2014;24(4):561-565. European Journal of Public Health can be contacted at: Oxford Univ Press, Great Clarendon St, Oxford OX2 6DP, England. (Oxford University Press - www.oup.com/; European Journal of Public Health - eurpub.oxfordjournals.org)

Our news journalists report that additional information may be obtained by contacting S. Patil, RAND Corp, Santa Monica, CA, United States. Additional authors for this research include E.M. Winpenny, M.N. Elliott, C. Rohr and E. Nolte (see also Health and Medicine).

Keywords for this news article include: Santa Monica, California, United States, North and Central America, Advertising, Health and Medicine, Television

Our reports deliver fact-based news of research and discoveries from around the world. Copyright 2014, NewsRx LLC


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Source: Health & Medicine Week


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