Advertising 'can contribute to alcohol addiction'

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by Change | 13 Jan 2009

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A study has implicated advertising as one of the factors which can lead to alcohol addiction.

Adverts may raise the chances of susceptible people developing alcohol addiction problems, a study suggests.

Ilan Meyer, MD, an associate professor of clinical sociomedical sciences and co-author of the study, writes in the American Journal of Public Health that marketing of alcohol can exacerbate unhealthy drinking behaviors.

The study involved 139 African-American women living in central Harlem and found exposure to alcohol advertising was a factor in substance abuse.

It claims the themes, language and imagery of these billboards specifically target African-Americans.

Mr Meyer states: "Individuals who are at risk for, or already contending with, alcohol abuse or dependence may be more likely to continue this behavior in an environment where cues that promote alcohol use are prominent."

He adds more research is needed to continue investigating the possible connections between alcohol addiction and advertising.

Naa Oyo Kwate, the principal investigator in the study and assistant professor of socimedical sciences at the Mailman School, claims each advert which women staying in a residential block were exposed to increased the chances of becoming a problem drinker by 13 per cent.

In other news, Reuters has reported that experts claim substance abuse treatment centers are needed to help US troops returning from combat overseas reacclimatize to civilian life.

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