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Internet Alcohol Marketing Recall and Drinking in Underage Adolescents

  • Auden C. McClure
    Correspondence
    Address correspondence to Auden McClure, MD, MPH, Department of Pediatrics, Dartmouth-Hitchcock Medical Center, One Medical Center Drive, Lebanon, NH 03756
    Affiliations
    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
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  • Joy Gabrielli
    Affiliations
    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
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  • Samantha Cukier
    Affiliations
    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
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  • Kristina M. Jackson
    Affiliations
    Center for Alcohol and Addiction Studies, Brown University (KM Jackson), Providence, RI
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  • Zoe L.B. Brennan
    Affiliations
    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
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  • Susanne E. Tanski
    Affiliations
    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
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Published:August 08, 2019DOI:https://doi.org/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 (Mage = 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

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