Adolescent alcohol misuse in England and the role of media advertising - Essay Example

Adolescent alcohol misuse in England and the role of media advertising Introduction Adolescent alcohol misuse in England has become a major socialissue. In 2011, the Lifestyle Statistics, Health and Social Care Information Centre (2013) discussed that about 61% of men and 72% of women had either taken no alcohol in the week during the survey, or had taken alcohol at recommended levels of the day. Men (64%) drank more alcohol (21 units) in the week as compared to 63% of women who drank about 14 units a week. Twelve percent of adolescents drunk alcohol in the last week the survey was taken (Lifestyle Statistics, Health and Social Care Information Centre, 2013). These figures seem to be present declining figures from 2010 when the 13% of school children were reported to have drunk alcohol. Regardless of the decrease, 12% is still a considerable figure considering the fact that studies do claim that early alcohol intake often leads to higher possibility of adult alcohol intake (Institute of Alcohol Studies, 2013). There are various causes for alcohol misuse among adolescents with media advertising playing a major role in the misuse. This paper shall examine the literature on alcohol misuse among adolescents in England. It shall synthesise readings in the hope of providing a Position Statement for this topic, incorporating what should happen in the future. Body The topic is considered a public health issue because it is a health problem which impacts significantly on the physical and psychological well-being of individuals (Sommer and Parker, 2013). Its impact does not only cover one individual but also covers other individuals, especially the immediate family and friends of the adolescent alcohol user (Aceijas, 2011). In England, a good portion of children have experienced drinking alcohol even before they reach the age of majority (18 years) and are also likely to have been drunk once in the last 4 weeks prior to the survey (Institute of Alcohol Studies, 2013). Some have even admitted to consumption of alcohol to harmful levels by 15 years of age. Surveys also indicate that alcohol has a significant role to play in the commission of crimes among young people aged 18 years or below (Institute of Alcohol Studies, 2013). Media advertising plays a huge role in alcohol misuse among adolescents. The International Centre for Alcohol Policy (ICAP) indicated with the World Health Organization that there is strong evidence linking advertising and drinking patterns among adolescents. The ICAP mentions that “young people are inevitably exposed to beverage alcohol advertising as they are to advertising for any consumer product…”. Thomsen and Rekve (2006) discuss how the increased awareness of alcohol messages for young adults and adolescents can sometimes cause earlier age to start drinking, higher levels of consumption, and increase risks or recklessness. Saffer and Dave (2002) uses information from the Organization for Economic Cooperation and Development (OECD) members indicating that total allocations for alcohol advertising seems to also be associated with higher levels of consumption. The study further indicated that without alcohol advertising, monthly levels of youth alcohol use would be reduced by as much as 24%. In the study by Connolly (1994), the author established that among men recalling more alcohol advertisements at age 15 usually had higher alcohol consumption at 18 years. For women, there was a negative association for alcohol consumption recall at 13 years of age and their alcohol habits. In the study by Stacy, et.al., (2004) evaluated the effect of exposure to TV alcohol advertisements on alcohol abuse among adolescents in school. The study reported about 16% indicated drinking beer in the past month prior to the survey, some 15% drunk wine. During follow-up, the rates of drinking increased, and at 1 year follow-up, there were even steeper increases in alcohol drinking. In the study by Ellickson, et.al., (2005), the relationship between advertisement exposures and alcohol drinking among adolescents was evaluated. It was revealed that for the group exposed to alcohol advertisements forty-eight percent of the non-drinkers started drinking by the two years follow-up period. For those who were already drinkers, there was a 77% alcohol consumption use within the year of follow-up (Ellickson, et.al., 2005). Exposure to magazines as well as sports and music events with beer concession stands increased frequency of drinking. In further evaluating the available studies, it can be noted that for over 13,000 respondents, a strong association between alcohol advertising and marketing exposure as well as alcohol drinking among adolescents has been observed (McClure, et.al., 2006). Most of the studies indicated major effects covering various exposure variables as well as outcome measures. This covered exposure to direct advertising applying both broadcast and print media, including the portrayal of alcohol use in films, music videos, and TV shows (McClure, et.al., 2006). Some studies indicated that the initiation of drinking among adolescent non-drinkers were highly associated with their exposure to alcohol-related media (Henriksen, et.al., 2008; Collins, et.al., 2007). With each additional time added to the individual’s viewing hours, the risks for alcohol misuse or abuse is also increased. The effect of these advertisements was not as significant for baseline drinkers, still, their behaviour in relation to the intake of alcohol seems to be affected significantly. For both drinkers and non-drinkers, higher frequency in TV and music video viewing has been very much related to alcohol consumed when one goes out with friends (Collins, et.al., 2007). The receptivity of these young people to alcohol consumption is very much influenced by these advertisements, movies, and TV shows often depicting alcohol use. Currie, et.al., (2004) discusses how in Europe, almost all 15 to 16 year olds have drunk alcohol at some point in their lives, often starting as early as 12 years of age. The European School Survey Project on Alcohol and Other Drugs (ESPAD) also indicated that the overall alcohol intake of 15 to 16 year olds during their last drinking session rose up to 60g (Hibell, et.al., 2004). Binge drinking has risen for many parts of Europe for the past 10 years, more so in the latter part of the 2000s (Anderson and Baumberg, 2006). Adolescents are very much vulnerable to alcohol use when compared to their older counterparts. These adolescents are usually smaller physically and do not have much experience in drinking and in managing the effects of alcohol. These adolescents also do not have a context for controlling or evaluating their alcohol intake; most of them have hardly developed a tolerance for alcohol. During the teen up to the early adulthood years, there are significant increases in the volume and rate of alcohol consumption including issues arising from excessive alcohol intake (Bonomo, et.al., 2004). Those having more alcohol consumed during their teen years are usually the ones likely to drink heavily in their adult years. They would likely engage in alcohol-related harm. They also have poor mental health and higher rates of crime commission (Englund, et.al., 2008). During the teen years, alcohol can damage the hippocampus and affect brain development (Spear, 2002). High rates of teens involved in crash injuries, suicide, depression, loss of memory, blackouts, fighting, property damage, date rape, death, HIV infection, and unprotected sex are also common (Bonomo, et.al., 2001). Teens from 14 to 17 years of age also often manifest higher brain activity during exposure to images of alcoholic beverages, often in relation to reward and desire (Tapert, et.al., 2003). The extent of brain response to the images is most significant among youths who are heavy drinkers. Alcohol advertising is a major factor which has the possibility of pushing youth drinking. For young individuals who have not engaged in drinking as yet, their expectations are often impacted by the usual assumption on adolescent drinking including observations made on their parents drinking, as well as peers and the mass media. Studies have associated the exposure to alcohol-related media with the dominance of drinking expectances among adolescents (Austin, et.al., 2000). The young individuals having a better reaction to alcohol advertisements have better drinking expectances, and often expect better social approval for drinking, mostly basing this on the belief that drinking is a grown-up behaviour (Chen and Grube, 2002). The teens with higher exposure to advertisements in their magazines as well as sporting events including TV shows are more aware of advertisements as compared to those who are not exposed to the above mass media features (Collins, et.al., 2003). For the 10 to 17 year olds, the likeability of liquor advertisements is based on positive responses coming from favourable elements seen in advertisements. The likeability of different aspects of these commercials mostly because they are humorous, feature popular music, or beautiful and sexy women also further draw in young corruptible people (Chen, et.al., 2005). Alcohol is considered a popular drink consumed by people of all ages, and now, by many young people. The studies above acknowledge the positive relationship between alcohol intake by adolescents and alcohol advertising (Henriksen, et.al., 2008). Efforts to reduce the impact of these advertisements have been made by various national and international agencies. The Office of Communications and the Advertising Standards Authority revised the Advertising Code for Broadcasting in 2005 in order to impose stricter policies on the appeal of alcohol advertisements to young people, including the minors; reducing the associations made between alcohol and sex or sexual activities; reducing the association between alcohol and aggressive or anti-social behaviour; and reducing the depiction of the irresponsible handling of alcohol (Royal Geographical Society, 2012). Surveys have indicated barriers on the actual regulations which can be passed to limit exposure to alcohol advertisements. Even with the decreased number of alcohol advertisements on television following the passage of the Code, there are still different ways by which these young people would be exposed to alcohol products (Alcohol Concern, 2013). These advertisements would often be seen before and after the cut-off viewing time for adolescents, sometimes in the TV shows watched, commercial breaks, and movies. Magazines, sports events, and music festivals are also often sponsored by companies selling alcohol. Some of these activities include the FA Cup sponsored by Budweiser and T in the Park sponsored by Tennent (Royal Geographical Society, 2012). With the wider accessibility of the internet, alcohol brands can now easily be seen in websites which are frequented by adolescents, including social networking sites (Royal Geographical Society, 2012). For these advertisements, drinking alcohol is often portrayed as a social activity, making adolescents perceive alcohol drinking as an appealing activity. As adolescents often want to belong especially to the popular and trending social groups, they also recognize the need to partake in popular and trending social activities, including smoking, alcohol drinking, and in some cases, taking drugs. Based on the situation presented above, alcohol consumption among adolescents in the UK is a major health concern. Although the actual number of young people who have chosen not to drink have recently increased, the amount of drinkers is still considerable. Young people have a greater risk to the health impact of alcohol and the abuse of alcohol often carries both short and long-term risks (Alcohol Concern, 2013). Heavy drinking can negatively impact on brain functions, also leading to the early onset of liver disease. Alcohol-related deaths are also high for young drinkers and their early abuse of alcohol increases possible dependence in later life. Alcohol advertising has been shown to have a major impact on adolescent alcohol intake (Alcohol Concern, 2013). Advertisers often spend millions of pounds in the UK annually in order to advertise their products and these advertisements often draw on what is appealing to the young and vulnerable viewers. Social stereotyping has become a given in alcohol advertising that teenagers wanting to fit it are easily drawn in to partake of such drink (Alcohol Concern, 2013). Studies on the effect of alcohol advertising on teenagers in Ireland established how these advertisements were considered favourites by those surveyed (NHS Information Centre, 2009). More alcohol promotion in the UK seems set to portray alcohol among teenagers as the norm. In a Wales study in 2012, more primary school children ages 10 and 11 were likely to recognize the logo for Fosters and Stella Artois being alcoholic drinks, and the 95% percentage was higher than those which recognized the logo for Ben and Jerry’s ice cream or even Mr. Kipling’s cakes (Alcohol Concern, 2013). The fact that children and adolescents highly recognize alcohol brands indicate a weakness in the regulation of alcohol advertising, in terms of the exposure of these young people to these alcohol brands as well as the appeal of these advertisements. Young people also express how often they watch alcohol advertisements, and even with regulations, these young individuals are still likely to make significant links to prohibited activities (Alcohol Concern, 2013). These young people also often point out that even with regulations on advertisements, the internet and its applications often violate these regulations. In 2011, some changes in policy have been initiated by the youths themselves through the Youth Alcohol Advertising Council. This council has been reviewing violations of the regulations set by the Advertising Standards Authority and filing complaints on these violations (Alcohol Concern, 2013). Other efforts by the government have been set, especially on full bans and partial bans on these advertisements. These efforts have yet to be proven effective especially as the policies and their implementation have not yet been fully explored. Based on the above discussion, various policy recommendations are presented in this paper. One recommendation would be the advertisement of product qualities only. In cases permitted, the messages portrayed in the advertisements must only cove the qualities of the product, its strength, composition, as well as how it is produced. Lifestyle images of drinkers or images presenting a drinking atmosphere must therefore be avoided (Alcohol Concern, 2013). Another recommendation would be to provide statutory and independent regulation of alcohol advertising. In effect, the regulation of alcohol advertisements must be statutory without any need for providing evidentiary proof for any damage or harm caused. Such regulatory policies must also be beyond the control and purview of the alcohol and the advertising industry. Regulations for digital as well as online contents is a major challenge and incidents in the UK as well as in other countries have indicated that self-regulation is not doing well in protecting vulnerable children and adolescents from the impact of alcohol advertising (Alcohol Concern, 2013). Another recommendation would have to include provisions for meaningful sanctions. More often than not, the sanctions imposed on violators of alcohol advertising are not serious sanctions, often easily resolved without having a major impact on the alcohol or advertising industry. Meaningful sanctions can cover high fines, including bans for a significant amount of time and covering a wider scope of consumers. The fines must also be substantial enough depending on the marketing budgets for companies involved (Alcohol Concern, 2013). As such, these impositions can have a more significant deterrent effect on the advertisers as well as the alcohol industry. Sponsorship must also be prohibited. Alcohol companies and their sponsorship of sporting, music, and cultural events must not be allowed because these are the activities where many children and young people involve themselves in. Although sponsorship of these activities have long been the norm or practice, such sponsorship must be slowly phased out with other alternative and less harmful products gradually eased in as sponsors. Finally, another recommendation would also be to restrict cinema advertising, especially on alcohol products. The restriction must be strictly imposed in cinemas shown to young people aged below 18 years. This can help ensure that children below 18 would not be exposed to these advertisements when they would be watching movies. Where alcohol advertisements are included in cinemas, children below the age of 18 must not be allowed to enter these cinemas. Conclusion This article presents the actual status of alcohol advertising and alcohol misuse among adolescents not just in England, but in other parts of the world as well. Alcohol misuse has been increasing in the UK alcohol advertising has been considered a major contributor to the increased misuse of alcohol among adolescents. This is a major health concern because adolescents and children are more vulnerable to the health impact of alcohol. They also do not have the maturity to drink responsibly or to filter out the negative influence of these alcohol advertisements. 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