Details for Assessment of young people’s exposure to alcohol marketing in audiovisual and online media

Author: Eleanor Winpenny, Sunil Patil, Marc Elliott, Lidia Villalba van Dijk, Saba Hinrichs, Theresa Marteau and Ellen Nolte (Rand Europe)

Evidence strongly suggests that alcohol advertising will increase the likelihood that adolescents will start to drink alcohol at a young age and may increase alcohol use among those who already consume alcohol.
It is against this background that the European Commission Health and Consumer Directorate-General (DG SANCO), by way of the EAHC, commissioned RAND Europe to carry out an assessment of young people’s exposure to alcohol marketing through television and online media. The overall aim of the work presented in this report was to use novel approaches to measure alcohol advertisement exposure among young people in Europe through audiovisual and online media.