Abstract: There is growing concern about problems of alcohol misuse and abuse among young people. In the new millennium, government and medical authorities have highlighted the health and social problems associated with excessive alcohol consumption, and the issue has received increasingly widespread media attention (see Prime Minister’s Strategy Unit, 2003; BMA, 2008). While some evidence points to a reduction in prevalence of alcohol consumption across young people in general, occurrences of excessive consumption or ‘binge’ drinking are on the increase. Reports for the UK in 2008, for example, catalogued significant increases in hospital admissions due to drinking (BMA, 2008; Ford, Hawkes & Elliott, 2008). In tackling the causes of problematic alcohol consumption, critics have often turned their attention to the role played by alcohol advertising and other forms of promotion (Hastings & Angus, 2009). Such advertising is often blamed for driving irresponsible use of alcohol by encouraging people to start drinking when still very young and by making alcohol consumption seem an attractive and fashionable pursuit. Despite these calls for greater control over alcohol advertising, in many parts of the world, the alcohol that is consumed most often is locally made and not advertised at all.
Publication Year: 2010
Publication Date: 2010-01-01
Language: en
Type: article
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