Alcohol advertising on TV seduces teenagers into intoxication

Alcohol advertising on TV seduces teenagers into intoxication


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Study: TV advertising for alcohol seduces teenagers into binge drinking
According to a new study, the frequent viewing of TV commercials for alcohol increases the risk of so-called coma drinking in adolescents. Risky alcohol consumption is a widespread problem in Germany.

TV advertising seduces teenagers into intoxication
Although figures from the regional statistical offices of the federal states showed last year that so-called binge drinking is out of fashion among young people, too many teenagers still drink too much and too often. According to a new study by scientists from Kiel, alcohol advertising on television leads children and adolescents to "binge drinking". According to DAK-Gesundheit in Hamburg, frequent viewing of TV commercials increases the risk of so-called coma binge drinking up to four times.

Noise rate four times as high
As reported by the dpa news agency, the Institute for Therapy and Health Research (IFT-Nord) in cooperation with the health insurance company surveyed around 1,500 schoolchildren between the ages of 12 and 16 from Hamburg, Schleswig-Holstein and Brandenburg between 2008 and 2011. According to the study, 6.2 percent of those who saw the least advertising with alcoholic beverages had five intoxication experiences during the survey period. However, among those who had seen television spots for beer, wine and schnapps most frequently, the intoxication rate was 24 percent, four times as high.

Risky alcohol consumption in Germany
According to the DAK-Gesundheit, the long-term study also confirms that risky alcohol consumption is a common phenomenon in Germany. According to the information, half of the students reported drinking for the first time - at least five alcoholic drinks on one occasion - within 30 months. Furthermore, eleven percent of girls and 18 percent of boys said they had more than five experiences with such massive alcohol consumption.

Critical handling of commercials
"Our study shows that alcohol advertising is not only perceived by adolescents," said Ralf Kremer, an addiction expert at DAK-Gesundheit. "Advertising can rather be seen as an independent risk factor for the initiation of frequent intoxication in adolescence." The health insurance company and IFT-Nord have been running a joint anti-alcohol campaign for six years. Now they pleaded together for advertising bans and the upbringing of children to deal critically with the commercials.

Young people drink less than in recent years
The Federal Center for Health Education (BZgA) had positive things to report in June: At that time they presented a study according to which young people drink less than before. In 2014, almost one in eight young people in Germany still got drunk at least once a month. But at 12.9 percent a year, this was the lowest figure in the past ten years. The federal drug commissioner Marlene Mortler (CSU) had spoken of a positive development after the publication of the study, but also warned that alcohol is still the number one addictive substance among young people and should not be "trivialized". (ad)

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