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(Published in June 2008)
Advertising and the misuse of alcohol - The impact of social networks on problem drinking
Prepared by FDS International and Volterra Consulting
Commissioned by The Advertising Association
A key motivation for the pilot study in this report was an important article on the spread of obesity in America, published in 2007 in the New England Journal of Medicine, one of the world's leading medical journals. This analysis was conducted using data on 12,000 people who were monitored over a very long period (from 1971-2003) – thus the research findings are very significant.
The pilot study shows that there are decisive differences in the drinking behaviour of friends of binge drinkers compared to the drinking behaviour of friends of non-binge drinkers. It establishes that social influence operating through personal friendship networks is a very important determinant and even sufficient by itself to explain a large rise in binge drinking among young people.
The report is available here
Press release which accompanied the publication of the report is available here
- Advertising and the misuse of alcohol - Complete report
The pilot study is the third part of the full report which also features 1. A comprehensive review of the literature on the impact of advertising on alcohol use, including material on the effectiveness of full and partial advertising bans. 2. An update of the work carried out in 1980 by Mary Tuck for the Home Office and later updated in 1989 by John Duffy on the relationship between alcohol abuse and consumption patterns. The complete report including all three sections is available here.
(Published in September 2007)
(Published in June 2007)
- Full report - Our House is in Order
The following advertisements are examples of those which feature in the report
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