Alcohol use among children and adolescents is of particular concern to policy makers, since these youngsters are facing disproportional physical and social alcohol related harm (Boelema et al 2009). There is increasing evidence that exposure to media and alcohol marketing is associated with the likelihood that adolescents will start to drink alcohol, and with increased drinking amongst those who already drink alcohol (Anderson et al 2009). This association is not found for the population as a whole.
This fact sheet describes reasons, found in the literature, why adolescents are in particular vulnerable to exposure to the influence of alcohol advertising and promotion.
