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KMID : 0858820220390010041
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Journal of Korean Society for Health Education and Promotion
2022 Volume.39 No. 1 p.41 ~ p.57
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Association between alcohol advertising exposure and drinking patterns in Korean adolescents
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Kim Yong-Bok
Bang Hyeong-Ae
Choi Se-Nae
Kimm Hee-Jin
Jee Sun-Ha
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Abstract
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Objectives: Alcohol companies are introducing new advertisements. The drinking patterns of adolescents based on their exposure to these advertisements were investigated.
Methods: As part of the Ministry of Health and Welfare's alcohol abuse prevention and management project, the survey data conducted by the Korean Public Health Association in October 2016 were analyzed. The World Health Organization's Monitoring Alcohol Marketing Practices Internationally (MAMPI) tool was used to administer an anonymous written survey of 979 students from four middle and high schools in Seoul and Chuncheon.
Results: Current drinkers were 25.5% (n=250) and 38.1% (n=373) had the intention to drink alcohol. The odds ratio (OR) for current drinking for those who viewed a little alcohol advertisements on TV was 1.87 (95% CI: 1.17-2.98) and 2.58 (95% CI: 1.50-4.43) for those who viewed more advertisements, compared to the non-exposed group. The OR for current drinking for those who viewed few alcohol advertisements on the Internet was 1.64 (95% CI: 1.13-2.39) and 2.03 (95% CI: 1.18-3.50) for those who viewed more advertisements.
Conclusion: Adolescent drinking is related to exposure to alcohol advertisements on TV and Internet channels. Restrictions on alcohol advertisements should be considered to protect the youth.
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KEYWORD
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adolescent, alcohol abuse, alcohol advertisement, advertising channel, alcohol advertising exposure, current drinking
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