. 2020 Jan-Feb;20(1):128-135.

doi: 10.1016/j.acap.2019.08.003. Epub 2019 Aug 8.

Internet Alcohol Marketing Recall and Drinking in Underage Adolescents

Auden C McClure¹, Joy Gabrielli², Samantha Cukier³, Kristina M Jackson⁴, Zoe L B Brennan⁵, Susanne E Tanski⁶

Affiliations

¹ Department of Pediatrics (AC McClure and SE Tanski), Geisel School of Medicine at Dartmouth, Lebanon, NH; Cancer Control, Norris Cotton Cancer Center (AC McClure and SE Tanski), Lebanon NH; C. Everett Koop Institute (AC McClure, S Cukier, ZLB Brennan, and SE Tanski), Geisel School of Medicine at Dartmouth, Lebanon NH. Electronic address: auden.c.mcclure@hitchcock.org.
² Department of Biomedical Data Science (J Gabrielli and ZLB Brennan), Geisel School of Medicine at Dartmouth, Lebanon NH; Department of Clinical and Health Psychology (J Gabrielli), University of Florida, Gainesville, Fla.
³ C. Everett Koop Institute (AC McClure, S Cukier, ZLB Brennan, and SE Tanski), Geisel School of Medicine at Dartmouth, Lebanon NH; Clinical Epidemiology Program (S Cukier), Ottawa Hospital Research Institute, Ottawa, Ontario, Canada.
⁴ Center for Alcohol and Addiction Studies, Brown University (KM Jackson), Providence, RI.
⁵ Department of Biomedical Data Science (J Gabrielli and ZLB Brennan), Geisel School of Medicine at Dartmouth, Lebanon NH; C. Everett Koop Institute (AC McClure, S Cukier, ZLB Brennan, and SE Tanski), Geisel School of Medicine at Dartmouth, Lebanon NH.
⁶ Department of Pediatrics (AC McClure and SE Tanski), Geisel School of Medicine at Dartmouth, Lebanon, NH; Cancer Control, Norris Cotton Cancer Center (AC McClure and SE Tanski), Lebanon NH; C. Everett Koop Institute (AC McClure, S Cukier, ZLB Brennan, and SE Tanski), Geisel School of Medicine at Dartmouth, Lebanon NH.

PMID: 31401229
PMCID: PMC7055537
DOI: 10.1016/j.acap.2019.08.003

Internet Alcohol Marketing Recall and Drinking in Underage Adolescents

Auden C McClure et al. Acad Pediatr. 2020 Jan-Feb.

. 2020 Jan-Feb;20(1):128-135.

doi: 10.1016/j.acap.2019.08.003. Epub 2019 Aug 8.

Authors

Auden C McClure¹, Joy Gabrielli², Samantha Cukier³, Kristina M Jackson⁴, Zoe L B Brennan⁵, Susanne E Tanski⁶

Affiliations

¹ Department of Pediatrics (AC McClure and SE Tanski), Geisel School of Medicine at Dartmouth, Lebanon, NH; Cancer Control, Norris Cotton Cancer Center (AC McClure and SE Tanski), Lebanon NH; C. Everett Koop Institute (AC McClure, S Cukier, ZLB Brennan, and SE Tanski), Geisel School of Medicine at Dartmouth, Lebanon NH. Electronic address: auden.c.mcclure@hitchcock.org.
² Department of Biomedical Data Science (J Gabrielli and ZLB Brennan), Geisel School of Medicine at Dartmouth, Lebanon NH; Department of Clinical and Health Psychology (J Gabrielli), University of Florida, Gainesville, Fla.
³ C. Everett Koop Institute (AC McClure, S Cukier, ZLB Brennan, and SE Tanski), Geisel School of Medicine at Dartmouth, Lebanon NH; Clinical Epidemiology Program (S Cukier), Ottawa Hospital Research Institute, Ottawa, Ontario, Canada.
⁴ Center for Alcohol and Addiction Studies, Brown University (KM Jackson), Providence, RI.
⁵ Department of Biomedical Data Science (J Gabrielli and ZLB Brennan), Geisel School of Medicine at Dartmouth, Lebanon NH; C. Everett Koop Institute (AC McClure, S Cukier, ZLB Brennan, and SE Tanski), Geisel School of Medicine at Dartmouth, Lebanon NH.
⁶ Department of Pediatrics (AC McClure and SE Tanski), Geisel School of Medicine at Dartmouth, Lebanon, NH; Cancer Control, Norris Cotton Cancer Center (AC McClure and SE Tanski), Lebanon NH; C. Everett Koop Institute (AC McClure, S Cukier, ZLB Brennan, and SE Tanski), Geisel School of Medicine at Dartmouth, Lebanon NH.

PMID: 31401229
PMCID: PMC7055537
DOI: 10.1016/j.acap.2019.08.003

Abstract

Objective: Evidence suggests that adolescents are exposed to alcohol marketing in digital media. We aimed to assess recall of Internet alcohol marketing and its association with underage drinking.

Methods: New England adolescents age 12 to 17 years (N = 202) were recruited from a pediatric clinic. Subjects completed an online survey assessing: 1) general simple recall of Internet alcohol marketing and 2) image-prompted recall of specific Internet alcohol marketing channels (display ads, commercials, brand websites, and brand social media pages). Cross-sectional associations between recall (simple and image-prompted) and ever-drinking were each assessed in regression analysis adjusting for age, gender, race, parent education, ever-smoking, media use, sensation-seeking, peer/parent drinking, parent monitoring/responsiveness, and parent Internet monitoring.

Results: In this sample (M_age = 14.5 years; 55% female; 89% white; high parent education), 20% reported ever-drinking and 87% recalled Internet alcohol marketing. Of the latter, 67% recalled display ads, 67% Internet commercials, 5% websites, and 5% social media pages. In logistic regression, higher simple Internet alcohol advertising recall was independently associated with higher odds of ever-drinking for simple (adjusted odds ratio: 2.66 [1.04,6.83]) but not for image-prompted recall.

Conclusions: Despite controlling for potential confounders, simple recall of Internet alcohol marketing was significantly associated with underage drinking whereas image-prompted recall was significant only in bivariate analysis, likely due to small sample and a more limited range of specific channels assessed than those accessed by adolescents. Further longitudinal studies using image-prompted recall and capturing a broader range of internet platforms could be used to better understand adolescent engagement with alcohol marketing and guide policy and prevention efforts.

Keywords: Internet; adolescence; advertising; alcohol use; marketing; youth.

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Conflict of interest statement

Conflict of Interest: The Authors have no conflicts of interest to report.

Figures

**Figure**
Number of participants and proportion of drinkers within categories of Internet marketing exposure (alcohol brand displays ads, Internet commercials, brand websites, and brand social media sites

See this image and copyright information in PMC

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Internet Alcohol Marketing Recall and Drinking in Underage Adolescents

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Internet Alcohol Marketing Recall and Drinking in Underage Adolescents

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