Middle-school kids see several alcohol ads a day

Middle-school kids see several alcohol ads a day

Journal of Studies on Alcohol and Drugs

Children as young as middle-schoolers are exposed to multiple alcohol advertisements every day–both indoors and out–a new study finds.The study, published in the May issue of the Journal of Studies on Alcohol and Drugs, found that kids ages 11 to 14 typically saw two to four alcohol ads per day.

And although television was often the source, outdoor ads–including billboards and signs outside stores and restaurants–were even more prominent in kids’ lives.

The findings are concerning because studies indicate that ads may encourage underage drinking, said Rebecca L. Collins, Ph.D., a researcher with the RAND Corporation, in Santa Monica, Calif., who led the investigation.

“The evidence is strong that kids are at greater risk if they’re exposed to alcohol advertising,” Collins said.

Alcohol manufacturers are self-regulated when it comes to advertising: The industry has guidelines saying that ads should be limited to media that have a mostly adult audience, for instance. The self-imposed industry guidelines also discourage placing ads near schools, playgrounds and churches, Collins pointed out.

Yet, her team found that middle-schoolers routinely saw alcohol marketing in their daily lives. That was especially true of Hispanic and African-American children, who saw an average of three and four ads per day, respectively.

Read more: http://www.eurekalert.org/pub_releases/2016-05/joso-mks051016.php