Marketing Linked to College Binge DrinkingSeptember 15, 2003
Research Summary
Research conducted by the Harvard School of Public Health concludes that reducing marketing around college campuses would reduce binge drinking among college students, Reuters reported Sept. 12.For the study, researchers went to alcohol-serving establishments near 118 U.S. college campuses to determine if there was a link between drinking habits and marketing promotions or advertising. Visits were made to 830 bars, restaurants, and nightclubs and 1,684 liquor stores and other retailers.
The researchers found that campuses with a high number of places either selling beer in volume packages or featuring frequent price promotions had the highest rates of binge drinking.
"It's not just the advertising dollars. It's the five-cent and 25-cent beers, it's the extra pitcher of beer for a penny, it's the $5 refillable cup. It's not simply that these things make people drink, but that they make people drink much more," said Henry Wechsler, lead researcher and director of Harvard's college alcohol studies program.
The researchers concluded that binge drinking among college students could be limited by controlling the marketing of beer and other alcoholic beverages near campuses.
"You're not going to make great headway with college binge drinking unless you address the issue of the alcohol environment that envelopes most colleges," said Wechsler.
The study's findings were met with criticism from the American Beverage Institute, a lobbying group that represents chain restaurants. The organization said alcohol problems on college campuses are a result of "abusers."
"What they're really looking for is a reduction of drinking among all Americans, including responsible adults," said American Beverage Institute Executive Director John Doyle.
The study is published in the Sept. 12 issue of the American Journal of Preventive Medicine.
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