HealthDay reported Feb. 5 that the study of more than 3,000 South Dakota teens, led by Rand's Phyllis Ellickson, also found that those who already had started drinking were more likely to increase their consumption the more they were exposed to alcohol ads in magazines and alcohol vendors at sporting and music events.

"It appears that it's a combination of message and venue that helps influence adolescent drinking," said Ellickson. "Advertising that links alcohol with everyday life -- such as supermarket store displays -- appears to have more influence on drinking initiation."

Television ads, however, did not seem to have as strong an influence on youth drinking. "We don't feel this is enough information to say that TV advertising does not have an effect on kids," said study co-author Rebecca Collins. "It may be that TV beer advertising has a cumulative effect over a longer period of time or may have an influence on younger children. These are two issues we didn't examine."

The study, supported by the National Institute on Alcohol Abuse and Alcoholism, appears in the Feb. 5, 2005 issue of the journal Addiction.

Ellickson, P., Collins, R., Hambarsoomians, K., & McCaffrey, D. (2005) Does alcohol advertising promote adolescent drinking? Results from a longitudinal assessment. Addiction, 100(2): 235-246.

Take Action: Limit alcohol advertising and promotional activities that target young people.

What You Can Do: Ask your state and local policymakers to pass ordinances limiting alcohol advertising. Think it can't be done? In 2004, the State of Ohio adopted an administrative rule prohibiting alcohol billboards within 500 feet of schools, parks, and churches.

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