KIDS AND DRINKING

Cathy Arnst

A study just released by the Rand Corp has found that children in the sixth and seventh grade who are exposed to high levels of alcohol advertising were 50% more likely to drink and 36% more likely to intend to drink than children whose exposure to alcohol advertising was very low. How high is high? Well, earlier studies have found that adolescents on average see at least 245 TV ads for alcoholic beverages every year. The Rand study, however, also factored in advertising in magazines, radio and elsewhere, and promotional materials such as tee shirts.

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