The impact of alcohol advertising
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An extract from the ELSA project report on the evidence to strengthen regulation to protect young people.
Young people and commercial communications
The adolescent brain undergoes major development, which makes them more vulnerable to impulsivity and greater sensitivity to pleasure and reward. Young people who already have problems related to alcohol are likely to be particularly vulnerable to alcohol advertising, with the vulnerability increasing with increasing alcohol consumption. Alcohol advertising manipulates adolescents’ vulnerability by shaping their attitudes, perceptions and particularly expectancies about alcohol use, which then influence youth decisions to drink. All types of media are used for commercial communications, including television, music and music videos, films, paid placements in films and TV shows, the Internet, grass roots word of mouth, and sports sponsorship. Some of these media are easy to regulate (for example television and sports sponsorship), whereas...
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