Alcohol Marketing and Underage Drinking: Which Subgroups Are Most Susceptible to Alcohol Advertisements?

The study confirms previous longitudinal studies demonstrating an association between exposure to alcohol marketing and initiation of (binge) drinking among adolescents. This association is moderated by school level. Students from the lower school levels may therefore be the most appropriate target group for selective prevention efforts and should be taken particularly into account when formulating policies to reduce and prevent underage drinking.