Please use this identifier to cite or link to this item: http://hdl.handle.net/1893/29041
Appears in Collections:Faculty of Health Sciences and Sport Journal Articles
Peer Review Status: Refereed
Title: Awareness of alcohol marketing, ownership of alcohol branded merchandise, and the association with alcohol consumption, higher-risk drinking, and drinking susceptibility in adolescents and young adults: a cross-sectional survey in the UK
Other Titles: Alcohol marketing and consumption in young people in the UK
Author(s): Critchlow, Nathan
MacKintosh, Anne Marie
Thomas, Christopher
Hooper, Lucie
Vohra, Jyotsna
Keywords: Alcohol marketing
Young people
Higher-risk drinking
Alcohol Advertising
Susceptibility
Survey
Public Health
Health Policy
Issue Date: Jun-2019
Citation: Critchlow N, MacKintosh AM, Thomas C, Hooper L & Vohra J (2019) Awareness of alcohol marketing, ownership of alcohol branded merchandise, and the association with alcohol consumption, higher-risk drinking, and drinking susceptibility in adolescents and young adults: a cross-sectional survey in the UK [Alcohol marketing and consumption in young people in the UK]. BMJ Open, 9 (3), Art. No.: e025297. https://doi.org/10.1136/bmjopen-2018-025297
Abstract: Objectives: To explore awareness of alcohol marketing and ownership of alcohol branded merchandise in adolescents and young adults in the United Kingdom (UK), what factors are associated with awareness and ownership, and what association awareness and ownership has with alcohol consumption, higher-risk drinking, and susceptibility. Design: Online cross-sectional survey conducted April–May 2017. Setting: UK. Participants: Adolescents and young adults aged 11-19 years old in the UK (n=3,399). Main outcome measures: Alcohol Use Disorders Identification Test–Consumption (AUDIT-C) (0-12) and indication of higher-risk consumption (>5 AUDIT-C) in current drinkers. Susceptibility to drink (Yes/No) in never drinkers. Results: Eighty-two percent of respondents were aware of at least one form of alcohol marketing in the past month and 17% owned branded merchandise. Chi-square tests found that awareness of marketing and ownership of branded merchandise varied within drinking variables. For example, higher awareness of alcohol marketing was associated with being a current drinker (χ2=114.04, p < 0.001), higher-risk drinking (χ2=85.84, p < 0.001), and perceived parental (χ2=63.06, p < 0.001) and peer approval of consumption (χ2=73.08, p < 0.001). Among current drinkers, multivariate regressions (controlling for demographics and covariates) found that marketing awareness and owning branded merchandise was positively associated with AUDIT-C score and higher-risk consumption. For example, current drinkers reporting medium marketing awareness were twice as likely to be higher-risk drinkers as those reporting low awareness (AOR=2.18, 95% CI: 1.39-3.42, p
DOI Link: 10.1136/bmjopen-2018-025297
Rights: © Author(s) (or their employer(s)) 2019. Re-use permitted under CC BY. Published by BMJ. This is an open access article distributed in accordance with the Creative Commons Attribution 4.0 Unported (CC BY 4.0) license, which permits others to copy, redistribute, remix, transform and build upon this work for any purpose, provided the original work is properly cited, a link to the licence is given, and indication of whether changes were made. See: https://creativecommons.org/licenses/by/4.0/.
Licence URL(s): http://creativecommons.org/licenses/by/4.0/

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