Alcohol consumption amongst young adults has reached epidemic levels. Concern is understandably rising over the impact this is having and there is increased pressure on the government to take action. This paper aims to identify whether a ban on alcohol advertising will be an effective way of reducing consumption among young adults. Questionnaires and focus group with 18-24 year olds were conducted which investigated their exposure to television advertising, alcohol consumption and how they felt they were influenced by social and hedonistic factors. Alcohol consumption was measured in the last month by consumption regardless of quantity and binge participation. The results showed that there is a relationship between exposure to television advertising and consumption regardless of quantity. There is a negative relationship between exposure and binge participation. Social and hedonistic factors were found to have a very strong influence on binge participation but not consumption regardless of quantity.
|Journal of Marketing and Communication
|Published - 2013