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Alcohol Consumption Tied to Ad Exposure
January 3, 2006

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Research Summary

Young adults and teens increased their drinking by one percent for each alcohol ad they viewed each month, according to researchers from the University of Connecticut.

Reuters reported Jan. 2 that the study, which involved more than 1,800 subjects ages 15-26, also concluded that every dollar per-capita spent by alcohol companies on ads in a given market raised consumption by 3 percent.

The findings "contradict claims that advertising is unrelated to youth drinking amounts: that advertising at best causes brand switching, only affects those older than the legal drinking age or is effectively countered by current educational efforts," author Leslie Snyder wrote.

The research appears in the Archives of Pediatrics and Adolescent Medicine.

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