The Advertising Association is a federation of 30 trade bodies and organisations representing the advertising and promotional marketing industries including advertisers, agencies, media and support services.

It is the only body that speaks for all sides of an industry worth over £19 billion in 2007. Find out more about the AA     

Personal Friendship networks key to combating binge drinking

New research commissioned by the Advertising Association has identified personal friendship networks as the key to tackling the spread of binge drinking in the UK.

The results of the research establish that social influence operating through personal friendship networks alone explains the large rise in binge drinking among young people seen recently in the UK. It 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.

By far the most dramatic difference is seen in the behaviour of friends 85 per cent of binge drinkers think that most or all of their friends binge drink, compared to just 41 per cent for non-binge drinkers.

Full press release available here

- Weekly Bulletin Latest Issue : Advertising Association e-news (30/06/08)

- Baroness Peta Buscombe, Chief Executive of the Advertising Association, has contributed to the current issue of the DMA publication GreenMatters. The article is available here.