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The Pediatric Forum
August 2006

Limitations of Study on Alcohol Advertising Effects on Youth Drinking—Reply

Arch Pediatr Adolesc Med. 2006;160(8):857-858. doi:10.1001/archpedi.160.8.858

In reply

Our study,1 which among other results found that drinking rates were higher among youth aged 15 to 20 years in the United States living in markets with more alcohol advertising than among those living in markets with less advertising, was one of several large studies funded since 1997 to examine alcohol advertising effects over time. Despite differences in design, the 4 studies are fairly consistent in their findings. Seventh-grade alcohol advertising exposure was related to greater beer drinking in eighth grade in Los Angeles, Calif,2 and initiating drinking by ninth grade in South Dakota.3 The large sample from 24 markets, longitudinal design, and objective measure of advertising spending per market in addition to self-reports of advertising exposure and analysis of markets, individuals, and over time per person simultaneously are strengths of our study.

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