Television Advertisements for Alcoholic Drinks Do Reinforce Under‐age Drinking

Summary Individual interviews were conducted with 433 Glasgow children aged between 10 and 17. The findings were consistent with previous research in indicating that children are much more aware and appreciative of alcohol advertising than adults realize. They were particularly appreciative of television commercials for mass‐produced lagers. This is consistent with previous research in indicating that commercials for alcoholic drinks aimed at older teenagers and young adults present qualities that younger teenagers find attractive. There were consistent and important differences between under‐age drinkers and non‐drinkers. Under‐age drinkers were more adept at recognising and identifying brand imagery in alcohol commercials. This suggests they tend to pay more attention to alcohol commercials. Under‐age drinkers also tended to be more appreciative of television advertisements for alcoholic drinks. This suggests they get more pleasure out of alcohol commercials. In other words, television alcohol commercials are reinforcing under‐age drinking.